Cyntia, Grace (2018) Pengaruh celebrity endorser terhadap keputusan pembelian smartphone oppo di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.
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Abstract
Pada saat ini, Celebrity endorser di Indonesia menunjukkan perkembangan yang cukup signifikan dari tahun ketahun. Maka dari itu para perusahaan harus terus berkembang dalam mengiklankan produk semenarik mungkin agar dapat memenuhi kebutuhan pelanggan pada zaman yang terus maju ini. Smartphone OPPO adalah salah satu smartphone yang terus bertumbuh menjadi salah satu yang terbaik dalam bidang elektronik dan gaya hidup konsumen menengah keatas, yang menyediakan berbagai variasi kebutuhan handphone. Penelitian ini ditunjukan untuk mengetahui dan menganalisa pengaruh variabel Celebrity Attractivenes, Celebrity Trustworthiness, Celebrity Expertise, Adperception terhadap Buying Decision dari produk smartphone OPPO di Surabaya. Sampel yang digunakan pada penelitian ini yaitu berdasarkan data dari 114 responden yang berjenis kelamin laki-laki dan perempuan, berdomisili di Surabaya, dengan Batasan usia 18-50 tahun. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa Statistical product and service solutions (SPSS) dengan software 22.0 sebagai softwere untuk mengolah data. Temuan empiris tersebut mengindikasikan bahwa pengaruh Adperception terhadap Buying Decision memilikili koefisiensi paling tin / ggi dengan nilai sebesar 0.668. Celebrity Trustworthiness memiliki pengaruh terhadap Adperception dengan koefisien regresi sebesar 0.467. Celebrity Expertise memiliki pengaruh terhadap Adperception dengan koefisien regresi sebesar 0.299. Celebrity Attractiveness memiliki pengaruh terhadap Adperception dengan koefisien regresi sebesar 0.185 / vii ABSTRACT At this time, Celebrity endorser in Indonesia shows a significant development from year to year. Therefore, the company must continue to grow in advertise products as attractive as possible in order to meet the needs of customers in this advanced era. OPPO smartphone is the one that continues to grow to be one of the best in the field of consumer electronics in middle and upper consumer lifestyles, providing a wide variety of mobile phone needs. This research is aimed at knowing and analyzing Celebrity Attractiveness, Celebrity Trustworthiness, Celebrity Expertise, Adperception to Buying Decision from OPPO smartphone customer in Surabaya the sample used in this research is based on data from 114 responden who have sex male and female domiciled in Surabaya, with age limit 18-50years for processing and analyzing data in this research is by using SPSS as a software to process data. Analysis result shows that SPSS with software 22.0 as software to process data. The empirical findings indicate that the effect of Adperception on Buying Decision has the highest regression coefficient with a value of 0.668. Celebrity Trustworthiness has an effect on Adperception with regression coefficient of 0.467. Celebrity Expertise has an effect on Adperception with regression coefficient of 0.299. Celebrity Attractiveness has an effect on Adperception with regression coefficient of 0.185.
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | celebrity attractivenes; celebrity trustworthiness; celebrity expertise; adperception; buying decision | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Rafael Rudy | ||||||||||||
Date Deposited: | 21 Jun 2023 07:54 | ||||||||||||
Last Modified: | 21 Jun 2023 07:54 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/56046 |
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