Ezra, Anggriana (2023) Pengaruh Celebrity Endorsement Girl Group New Jeans Dengan Mediasi Brand Credibility Terhadap Purchase Intention Produk K-Meals Mcdonald's Di Jadetabek. Masters thesis, Universitas Tarumanagara.

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Abstract

This research aims to analyze the influence of celebrity endorsement, brand credibility, and purchase intention on consumers of K-Meals McDonald’s products. The study's population consists of consumers of K-Meals McDonald’s products in the Greater Jakarta Area (Jakarta, Depok, Tangerang, Bekasi). The sampling method used is non-probability sampling with a purposive sampling technique, involving 120 respondents, and descriptive analysis methods. The method to analyze the data was by using smartPLS-SEM 4.0. The results of this study indicate that celebrity endorsement directly influences the purchase intention of K-Meals McDonald’s products. Brand credibility can positively mediate the relationship between celebrity endorsement and purchase intention for K-Meals McDonald’s products. McDonald’s is expected to optimize its promotional strategies using celebrity endorsement to strengthen McDonald's brand credibility, meeting the preferences and needs of the market in Indonesia.

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Prof. Carunia Mulya Firdausy, MADE, Ph.D.
Uncontrolled Keywords: Keywords: celebrity endorsement, brand credibility, purchase intention
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 12 Jun 2026 05:27
Last Modified: 12 Jun 2026 05:27
URI: https://repository.untar.ac.id/id/eprint/49925

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