PENGARUH PERIKLANAN, CELEBRITY ENDORSER DAN KOMUNIKASI MULUT KE MULUT TERHADAP KEPUTUSAN PEMBELIAN PADA CV. MITRA ADI SLEMAN

Astuti, Alfia Yuli Pangesti (2023) PENGARUH PERIKLANAN, CELEBRITY ENDORSER DAN KOMUNIKASI MULUT KE MULUT TERHADAP KEPUTUSAN PEMBELIAN PADA CV. MITRA ADI SLEMAN. Skripsi thesis, UNIVERSITAS BHAYANGKARA SURABAYA.

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Abstract

This research was conducted with the aim of finding out how much influence advertising, celebrity endorsers and word of mouth communication have on purchasing decisions at CV. Partner Adi Sleman. The type of research used was quantitative with a sample size of 96 people. Variable measurement uses Likert scale data by distributing questionnaires. Data processing was carried out using SPSS software. For testing, use validity tests and reliability tests. Meanwhile, the data analysis technique uses multiple linear regression analysis and the coefficient of determination test (Adjusted R square). The research results show that advertising, celebrity endorsers and word of mouth communication simultaneously have a significant influence on decisions. Meanwhile, advertising partially has a significant influence on purchasing decisions, celebrity endorsers simultaneously have a significant influence on purchasing decisions, and word of mouth communication partially has a significant influence on purchasing decisions at CV. Partner Adi Sleman

Item Type: Thesis (Skripsi)
Subjects: Marketing
Management > Marketing
Divisions: Faculty of Economic & Business > Bachelor of Management & Business
Depositing User: Perpus Ubhara Surabaya
Date Deposited: 07 Mar 2024 03:10
Last Modified: 07 Mar 2024 03:10
URI: http://eprints.ubhara.ac.id/id/eprint/2329

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