PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN OPPO SMARTPHONE DI KOTA BENGKULU

Ramadhani, Lucy and Darta Hadi, Effed (2017) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN OPPO SMARTPHONE DI KOTA BENGKULU. Undergraduated thesis, Universitas Bengkulu.

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Abstract

The purpose of this research is to know the influence of attractiveness, trustworthiness, and expert of celebriti endorser to the consumer buying interest. Research was conducted by using questionnaires. The quistionnaires were distributed to the 120 respondent who ever watch Oppo Mobile advertising with commercials Isyana Sarasvati in Bengkulu City. In the data analisys, the researcher used regresi linear with SPPS programme Method using to taking sample is accidental sampling. Data analyze result shows that the research model has well appropriateness and all hypothesis of the study are able to be evidenced. Summary said that attractiveness, trustworthiness, and expert of celebriti endorser are positively effected to the variables consumer buying interest. The results of the t test or partially explain the influence of independent variables and the dependent. Based on the result of the study, managerial implication given to the company issuggestion or input to management of Oppo Smartphone to give more concern at the trustwothines of celebrti endorser as it is the most dominant factor effected to Buying Interest. .

Item Type: Thesis (Undergraduated)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economy > Department of Management
Depositing User: 160 Daryono Daryono
Date Deposited: 01 Nov 2017 06:30
Last Modified: 01 Nov 2017 06:30
URI: http://repository.unib.ac.id/id/eprint/11928

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