PENGARUH KESESUAIAN PRODUK SELEBRITI, DAN DAYA TARIK SELEBRITI TERHADAP NIAT BELI PADA SEPEDA MOTOR HONDA BEAT

Risyad, Muhammad (2023) PENGARUH KESESUAIAN PRODUK SELEBRITI, DAN DAYA TARIK SELEBRITI TERHADAP NIAT BELI PADA SEPEDA MOTOR HONDA BEAT. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Share Alike. Download (207kB)
	Text (Abstract) Abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Share Alike. Download (216kB)
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Share Alike. Download (286kB)
	Text (Chapter1) Chapter1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (398kB)
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (365kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (309kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (496kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (254kB)
	Text (Bibliography) Bibliography.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (252kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Share Alike. Download (1MB)

Abstract

Purchase intention menjadi permasalahan yang harus diupayakan oleh Honda Beat untuk menghadapi persaingan. Tujuan penelitian ini yaitu untuk meningkatkan purchase intention pada Honda Beat yang diduga disebabkan oleh celebrity- product congruence dan celebrity attractiveness. Penelitian ini merupakan penelitian kuantitatif dengan metode analisis regresi berganda. Jumlah sampel yang diperoleh dari penelitian ini sebanyak 43 responden. Hasil penelitian ini menunjukkan bahwa adanya pengaruh celebrity-product congruence yang signifikan dan positif terhadap purchase intention. Begitu juga dengan celebrity attractiveness yang memiliki pengaruh signifikan dan positif terhadap purchase intention. Namun Celebrity-product congruence memiliki pengaruh yang lebih besar terhadap purchase intention dibandingkan celebrity attractiveness. Penelitian ini menunjukkan bahwa Al-Ghazali dan JKT48 telah attractive untuk mewakili Honda Beat. Namun beberapa perhatian yaitu dalam upaya menciptakan sexy khususnya/Purchase intention is a critical issue that Honda Beat needs to address in the face of competition. The purpose of this study is to examine the impact of celebrityproduct congruence and celebrity attractiveness on purchase intention for Honda Beat. This quantitative research employed multiple regression analysis. The sample consisted of 43 respondents. The findings reveal a significant and positive influence of celebrity-product congruence on purchase intention. Similarly, celebrity attractiveness also demonstrates a significant and positive impact on purchase intention. However, the study indicates that celebrity-product congruence has a greater influence on purchase intention compared to celebrity attractiveness. The results suggest that Al- Ghazali and JKT48 are attractive in representing Honda Beat. However, it is essential to pay attention to creating a sense of sexiness, particularly in persuasive efforts to encourage consumers to buy Honda Beat.

Actions (login required)

View Item