| dc.contributor.author | PERTIWI, CAHYANING INDRAYATI | |
| dc.date.accessioned | 2022-03-31T07:20:53Z | |
| dc.date.available | 2022-03-31T07:20:53Z | |
| dc.date.issued | 2018 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4767 | |
| dc.description | In order to overcome the difficulties in the business that is being carried
out, ASTYLE needs to observe the effect of promotional mix and celebrity endorser
on purchasing decision of ASTYLE product. The purpose of this research is to find
out the effect of promotional mix on the purchasing decision of ASTYLE product
and to find out the effect of celebrity endorser on the purchasing decision of
ASTYLE product. This research is done by taking a sample of 64 ASTYLE
customers. The analysis technique that is used in this research is multiple linear
analysis. The result of this research shows that the promotional mix affect
significant on the purchasing decision of ASTYLE product and the celebrity
endorser affect significant on the purchasing decision of ASTYLE product | en_US |
| dc.description.abstract | Guna mengatasi kesulitan dalam usaha yang sedang dijalankan, ASTYLE
perlu meninjau pengaruh bauran promosi dan celebrity endorser terhadap
keputusan pembelian produk ASTYLE. Tujuan dari penelitian ini adalah untuk
mengetahui pengaruh bauran promosi terhadap keputusan pembelian produk
ASTYLE dan mengetahui pengaruh celebrity endorser terhadap keputusan
pembelian produk ASTYLE. Penelitian ini dilakukan dengan mengambil sampel
sebanyak 64 orang pelanggan ASTYLE. Teknik analisis yang digunakan dalam
penelitian ini adalah analisis linier berganda. Hasil penelitian menunjukkan bahwa
bauran promosi berpengaruh signifikan terhadap keputusan pembelian produk
ASTYLE dan celebrity endorser berpengaruh signifikan terhadap keputusan
pembelian produk ASTYLE. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | bauran promosi | en_US |
| dc.subject | celebrity endorser | en_US |
| dc.subject | keputusan pembelian | en_US |
| dc.title | PENGARUH BAURAN PROMOSI DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK ASTYLE | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0701078901 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10115107 | |
| dc.identifier.dosenpembimbing | KRISMI BUDI SIENATRA | |
