Analisis Kredibilitas, Daya Tarik, Kekuatan Dukungan Selebriti dan Label Terhadap Niat Beli (Studi Kasus Pada Konsumen Botanical Kosmetik Kota Surabaya)

Megasari, Walimah Putri (2020) Analisis Kredibilitas, Daya Tarik, Kekuatan Dukungan Selebriti dan Label Terhadap Niat Beli (Studi Kasus Pada Konsumen Botanical Kosmetik Kota Surabaya). Undergraduate thesis, UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

Credibility, attraction, Power of celebrities’ endorsement are methods of marketing strategy which the application is practiced by promoting a product with the help of celebrity or stars, normally called as endorser. To support that thing needs for a label halal to give halal information. To attract purchase intentions of consumer these four things related to each other. has problem statement on how big is the effect of Credibility Analysis, Attraction, The Power of Celebrities’ Endrsement and Halal Label on Purchase Intention (Case Study of Nameera Aquatic Botanical Cosmetics Customers of Surabaya). Purpose of the research is to find and analyze whether Credibility Analysis, Attraction, The Power of Celebrities’ Endorsements and Halal Label has effect on Purchase Intention Intention of Nameera cosmetics customers of Surabaya. The using method is quantitative analysis andthe data collection is through questionnaire. Analysis technique used is multiple linear regression. Population of this research is consumer of Nameera Cosmetics Customers of Surabaya. Sample of this research used non-probability sampling method and data aggregation used purposive sampling totaling 100 respondents. Based on data analysis The variable Credibility of Celebrities’ Endorsement and Halal Label has a positive, significant effect on Purchase Intention of Nameera cosmetics of Surabaya Community. Whereas The Attraction and Power Celebrities’ Endorsement has negative and positive, insignificant effect on Purchase Intention of Nameera cosmetics of Surabaya Community. Thus, this research recommends Nameera cosmetics to use endorser who has more attraction and charismatic strength to attract customers to buy Nameera products. And to fulfill expectation of their current customers as well as attracting new customers.

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