Pengaruh daya tarik iklan dan celebrity endorser terhadap minat beli Mie Sedaap Goreng Korean Spicy Chicken

Devi, Luthfi Berliana (2020) Pengaruh daya tarik iklan dan celebrity endorser terhadap minat beli Mie Sedaap Goreng Korean Spicy Chicken. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengujisignifikansi pengaruh positif daya tarik iklan, celebrity endorser terhadap minat beli Mie Sedaap Goreng Korean Spicy Chicken. Sampel dalam penelitian ini berjumlah 100responden yang dipilih dengan teknik purposive sampling dan snowball sampling. Pengujian hipotesis menggunakan analisis regresi linier berganda dengan bantuan program SPSS 22. Hasil penelitian menunjukkan bahwa variabel daya tarik iklandan celebrity endorser berpengaruh signifikan positif terhadap minat beli Mie Sedaap Goreng Korean Spicy Chicken. Nilai koefisien determinasi (R²) sebesar 0,152 (15,2%) artinya variabel daya tarik iklandan celebrity endorser terhadap minat beli menjelaskan pengaruh sebesar 15,2%. Dalam penelitian ini variabel yang dominan adalah variabel daya tarik iklan.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
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Thesis advisor
Kurniawati, Dyah
NIDN0713126601
UNSPECIFIED
Uncontrolled Keywords: daya tarik iklan, celebrity endorser, minat beli
Subjects: Widya Mandala Catholic University on Madiun Campus > Faculty of Economics
Business > Management
Divisions: Faculty of Business > PSDKU - Management Undergraduate Study Program
Depositing User: Users 9070 not found.
Date Deposited: 07 Jan 2021 04:59
Last Modified: 07 Jan 2021 04:59
URI: http://repository.ukwms.ac.id/id/eprint/23824

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