Gobert, Spencer (2016) PENGARUH CELEBRITY ENDORSEMENT, BRAND EQUITY, DAN CUSTOMER ETHNOCENTRISM TERHADAP PURCHASE INTENTION PADA KONSUMEN PRODUK DAMN! I LOVE INDONESIA DI JAKARTA. Skripsi thesis, UNIVERSITAS TARUMANAGARA.
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Spencer Gobert 115120184 JA.pdf Download (1MB) |
Abstract
The purpose of this study is to examine the effects of celebrity endorsement, brand equity, and customer ethnocentrism on purchase intention. The population of this research are those people who know about Damn! I Love Indonesia. The samples of this research are Damn! I Love Indonesia customers in Jakarta. The method of data collection was conducted by distributing 150 questionnaires. SPSS 21 was used to analyze the data from the questionnaire survey using multiple regression analysis to examine the hypothesis. The results are: (a) celebrity endorsements do have positive impact on purchase intention; (b) brand equity do have positive impact on purchase intention; (c) customer ethnocentrism do have positive impact on purchase intention. Further research can be conducted in this research by adding more variables and using foreign products as a comparison on the research, hopefully the research can give more information about how to deal with marketing especially in Indonesia.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 16 May 2023 04:21 |
| Last Modified: | 16 May 2023 04:21 |
| URI: | http://repository.untar.ac.id/id/eprint/39897 |
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