Pengaruh Citra Merek, Persepsi Harga dan Celebrity Endorsement Terhadap Keputusan Pembelian Sunscreen Azarine di Kota Surabaya. (The Influence of Brand Image, Price Perception and Celebrity Endorsement on Azarine Sunscreen Purchase Decisions in Surabaya City).

Muningka, Desy Nurpadillah (2023) Pengaruh Citra Merek, Persepsi Harga dan Celebrity Endorsement Terhadap Keputusan Pembelian Sunscreen Azarine di Kota Surabaya. (The Influence of Brand Image, Price Perception and Celebrity Endorsement on Azarine Sunscreen Purchase Decisions in Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, the skin care industry is increasingly competitive, this can be seen from the many skin care products produced by local brands that have recently sprung up in Indonesia. With advances in technology, information about products can be obtained through the experiences of other consumers on the internet. One of the skin care products is sunscreen to protect the skin against UV rays which can cause darkening of skin color, the appearance of dark spots, premature aging, and uneven skin tone. This study aims to determine the effect of brand image, price perception and celebrity endorsement on the purchase decision of Azarine sunscreen in the city of Surabaya. The data used is data from the results of distributing questionnaires online to samples that match the criteria and information from the reference results. This study uses the Statistical Program for Social Science (SPSS) 25 as an analytical tool and a Likert scale. The population used is the city of Surabaya, East Java, which has purchased azarine sunscreen products. The sampling technique in this study was purposive sampling, the research sample was Sukolilo sub-district, Surabaya city, East Java, which had purchased Azarine sunscreen products with 100 respondents. This study uses a quantitative approach (multiple linear regression). The results of this study indicate that brand image, price perception and celebrity endorsement partially and simultaneously have a significant effect on the purchase decision of Azarine sunscreen in the city of Surabaya Keywords : Azarine, Brand Image, Celebrity Endorsement, Purchase Decision, Sunscreen

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Azarine, Brand Image, Celebrity Endorsement, Purchase Decision, Sunscreen
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1121900057 Desy Nurpadillah Muningka
Date Deposited:	18 Sep 2023 04:40
Last Modified:	18 Sep 2023 04:40
URI:	http://repository.untag-sby.ac.id/id/eprint/24503

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