PENGARUH WORD OF MOUTH, BRAND IMAGE DAN CELEBRITY ENDORSMENT TERHADAP KEPUTUSAN PEMBELIAN ULANG HAND & BODY LOTION VASELINE DI KOTA PADANG

Putri, Yuliani and Ice, Kamela (2023) PENGARUH WORD OF MOUTH, BRAND IMAGE DAN CELEBRITY ENDORSMENT TERHADAP KEPUTUSAN PEMBELIAN ULANG HAND & BODY LOTION VASELINE DI KOTA PADANG. Diploma thesis, Universitas Bung Hatta.

	Text COVER, HALAMAN PENGESAHAN atau PERSETUJUAN, ABSTRAK, DAFTAR ISI dan BAB PENDAHULUAN..pdf Download (467kB)
	Text BAB KESIMPULAN SARAN DAN DAFTAR PUSTAKA..pdf Download (198kB)
	Text BAB KESIMPULAN SARAN DAN DAFTAR PUSTAKA..pdf Download (198kB)
	Text FULLTEKS SKRIPSI PUTRI YULIANI 1910011211086.pdf Restricted to Repository staff only Download (1MB)

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh word of mouth, brand image dan celebrity endorsment terhadap keputusan pembelian ulang hand & body lotion vaseline di Kota Padang. Sampel yang digunakan sebanyak 80 responden. Teknik pengambilan sampel adalah purposive sampling. Data diolah dengan menggunakan SPSS. Jenis data dalam penelitian adalah data kuantitatif. Sumber data yaitu data primer. Hasil dari penelitian ini menunjukkan bahwa word of mouth tidak berpengaruh terhadap keputusan pembelian ulang hand & body lotion vaseline di Kota Padang, brand image berpengaruh positif terhadap keputusan pembelian ulang hand & body lotion vaseline di Kota Padang dan celebrity endorsement tidak berpengaruh terhadap keputusan pembelian ulang hand & body lotion vaseline di Kota Padang. Kata Kunci: Word of mouth, Brand image, Celebrity endorsment, Keputusan Pembelian Ulang Abstract This study aims to determine and analyze the effect of word of mouth, brand image and celebrity endorsment on repurchase decision at hand & body lotion vaseline in Padang City. The sample used is 80 respondents. The sampling technique is purposive sampling. Data is processed using SPSS. The type of data in this study is quantitative data. The data source is primary data. The results of this study indicate that word of mouth has no effect on repurchase decision at hand & body lotion vaseline in Padang City, brand image has a positive effect on repurchase decision at hand & body lotion vaseline in Padang City and celebrity endorsment has no effect on repurchase decision at hand & body lotion vaseline in Padang City. Keywords: Word of mouth, Brand image, Celebrity endorsment, Repurchase Decision

Actions (login required)

View Item