NUR, HADIYANSAH (2024) PENGARUH CELEBRITY ENDORSER, ELECTRONIC WORD OF MOUTH, CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAPMINAT BELI SCARLETT WHITENING PADA MAHASISWA ITSM. Skripsi thesis, Institut Teknologi dan Sains Mandala Jember.

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Abstract

ABSTRACT This research aims to determine and analyze the influence partially or simultaneously through the variables celebrity endorser, electronic word of mouth , brand image, price and product quality on consumer buying interest in Scarlett Whitening. The research method used is a quantitative method. The sample in this research was 60 respondents using purposive sampling. The data analysis methods used are instrument testing, classical assumption testing, multiple linear regression testing, coefficient of determination (R2 ) analysis and hypothesis testing. The results of this research show that the variables celebrity endorser, price and product quality have a positive and significant effect on purchase interest, while the electronic word of mouth and brand image variables do not have a significant effect on purchase interest. Meanwhile, the variables Celebrity Endorser, Electronic Word Of Mouth , brand image, price and product quality together have a positive and significant effect on buying interest in Scarlett Whitening. Keywords: Celebrity Endorser, Electronic Word Of Mouth , Brand Image, Price, Product Quality and Purchase Interest

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 12:52
Last Modified:	10 Feb 2025 12:52
URI:	http://repo.itsm.ac.id/id/eprint/1343

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