ANALISIS PENGARUH CELEBRITY ENDORSER KIM SEON HO TERHADAP KEPUTUSAN PEMBELIAN DOMINO’S PIZZA
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Institusion

Universitas Katolik Musi Charitas

Author

Cahyadi, Felicia Clarissa

Subject

Z719 Libraries (General) 

Datestamp

2022-03-22 12:37:47 

Abstract :
This study aims to determine whether the celebrity endorser variable has an influence on the purchasing decision of Domino's Pizza. In this study using a survey method by distributing questionnaires. The population in this study are consumers who are fans of celebrity endorser Kim Seon Ho and have purchased Domino's Pizza products with a total sample of 100 respondents. The data analysis technique used in this research is multiple regression analysis. The results contained in this study are the trustworthiness variable has a significant influence on the purchasing decision of Domino's Pizza, while the expertise variable and the attractiveness variable do not have a significant influence on the Domino's Pizza purchasing decision. Keywords : Celebrity Endorser, Purchase Decision 

File :
EM-2022-1722066-Cover.pdf
EM-2022-1722066-Abstract.pdf
EM-2022-1722066-COMPLETE (REVISI).pdf
EM-2022-1722066-SUMMARY_ID.pdf
EM-2022-1722066-Tableofcotent.pdf
EM-2022-1722066-Chapter1.pdf
EM-2022-1722066-Chapter2.pdf
EM-2022-1722066-Chapter3.pdf
EM-2022-1722066-Chapter4.pdf
EM-2022-1722066-Conclusion.pdf
EM-2022-1722066-Reference.pdf
EM-2022-1722066-Attachment.pdf