| dc.contributor |
|
|
| dc.contributor |
|
|
| dc.creator |
Kusumaningati, Annisa |
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| dc.date |
2016-08-24 |
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| dc.date.accessioned |
2019-09-13T04:14:43Z |
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| dc.date.available |
2019-09-13T04:14:43Z |
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| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/manajemen/article/view/5237 |
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| dc.identifier.uri |
http://hdl.handle.net/123456789/25705 |
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| dc.description |
The purpose of this research is to understand the implementation of the celebrity endorser in distro premium project bandung , to know response customers on the implementation of the celebrity endorser in distro premium project bandung , to know response consumers distro premium project bandung to celebrity endorser , to see how interest in buying the customers to distro premium project , and to find how big the influence of ceelebrity endorser to interest in buying consumers .The study is done at distro premium project with a method of surveying and use regression analysis simple mixed with spss. A subject in this research is 100 respondents .With research methodology survey and technique withdrawal sample is non probability of sampling namely insidensial sampling .Analysis the data in use is regression analysis simple aimed at to test hypotheses .This research result indicates the presence of the influence of electronic word of mouth in social media against brand awareness with a value of p = 0.000 , a correlation coefficient of 0.644 ( r = 0.644 ) , and coefficients determinan ( r-square / r2 0.467 ) as much as it means there is the influence of between celebrity endorser against , buy konmsumen interest . |
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| dc.description |
Tujuan penelitian ini adalah untuk mengetahui pelaksanaan celebrity endorser di Distro Premium Project Bandung, untuk mengetahui tanggapan pelanggan tentang pelaksanaan celebrity endorser di Distro Premium Project Bandung, untuk mengetahui tanggapan konsumen Distro Premium Project Bandung terhadap celebrity endorser, untuk mengetahui bagaimana minat beli konsumen terhadap Distro Premium Project , dan untuk mencari seberapa besar pengaruh ceelebrity endorser terhadap minat beli konsumen. Penelitian ini dilakukan pada Distro Premium Project dengan metode survei dan menggunakan analisis regresi sederhana yang diolah dengan SPSS. Subjek dalam penelitian ini adalah 100 orang responden. Dengan metode penelitian survey dan teknik penarikan sampel adalah non probability sampling yaitu insidensial sampling. Analisis data yang di gunakan adalah analisis regresi sederhana yang bertujuan untuk menguji hipotesis. Hasil penelitian ini menunjukkan adanya pengaruh electronic word of mouth di media sosial terhadap brand awareness dengan nilai p = 0.000, koefisien korelasi sebesar 0.644(R = 0.644), dan koefisien determinan (R-Square/R2) sebesar 0.467 Artinya terdapat pengaruh antara celebrity endorser terhadap ,minat beli konmsumen. |
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| dc.language |
id |
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| dc.publisher |
Universitas Islam Bandung |
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| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/manajemen/article/downloadSuppFile/5237/870 |
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| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/manajemen/article/downloadSuppFile/5237/871 |
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| dc.rights |
Copyright (c) 2016 Prosiding Manajemen |
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| dc.source |
Prosiding Manajemen; Vol 2, No 2, Prosiding Manajemen (Agustus, 2016); 418 - 423 |
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| dc.source |
Prosiding Manajemen; Vol 2, No 2, Prosiding Manajemen (Agustus, 2016); 418 - 423 |
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| dc.source |
2460-6545 |
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| dc.subject |
Proceedings of Management |
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| dc.subject |
celebrity endorser, interest in buying consumers. |
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| dc.subject |
Prodi Ilmu Manajemen; Fakultas Ilmu Ekonomi dan Bisnis |
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| dc.subject |
celebrity endorser, minat beli konsumen |
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| dc.title |
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| dc.title |
Pengaruh Celebrity Endorseer tehadap Minat Beli Konsumen |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Qualitative |
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| dc.type |
kualitatif |
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