PENGARUH CELEBRITY ENDORSEMENT, BRAND AWARENESS, PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA ES TEH INDONESIA (Studi Kasus Generasi Z di Kota Padang)

Ar Raudhatul, Yulia Usti and Linda, Wati (2024) PENGARUH CELEBRITY ENDORSEMENT, BRAND AWARENESS, PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA ES TEH INDONESIA (Studi Kasus Generasi Z di Kota Padang). Diploma thesis, Universitas Bung Hatta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh celebrity endorsement, brand awareness, product quality terhadap keputusan pembelian pada Es Teh Indonesia (studi kasus generasi Z di Kota Padang). Penelitian ini dilakukan di Kota Padang. Sampel yang digunakan 100 responden. Teknik penarikan sampel adalah purposive sampling. Metode analisis data dalam penelitian ini menggunakan program Smart PLS. Hasil dari penelitian ini menemukan bahwa celebrity endorsement berpengaruh positif terhadap keputusan pembelian, brand awareness tidak berpengaruh terhadap keputusan pembelian, dan product quality berpengaruh positif terhadap keputusan pembelian. Kata Kunci: Celebrity Endorsement, Brand Awareness, Product Quality, Keputusan Pembelian ABSTRACT This research aims to determine and analyze the influence of celebrity endorsement, brand awareness, product quality on purchasing decisions for Es Teh Indonesia (case study of Generation Z in Padang City). This research was conducted in Padang City. The sample used was 100 respondents. The sampling technique is purposive sampling. The data analysis method in this research uses the Smart PLS program. The results of this research found that celebrity endorsements have a positive effect on purchasing decisions, brand awareness has no effect on purchasing decisions, product quality has a positive effect on purchasing decisions. Keywords: Celebrity Endorsement, Brand Awareness, Product Quality, Purchasing Decisions

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