Pengaruh Instagram Ads Dan Celebrity Endorsement Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Pada Mahasiswa Manajemen Semester Vii Universitas Kadiri)

Purnamasari, Tri Kumara Tungga (2024) Pengaruh Instagram Ads Dan Celebrity Endorsement Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Pada Mahasiswa Manajemen Semester Vii Universitas Kadiri). Skripsi thesis, Universitas Kadiri.

	Text cover.pdf Download (72kB)
	Text abstrak.pdf Download (60kB)
	Text bab 1.pdf Restricted to Repository staff only Download (232kB)
	Text daftar pustaka.pdf Download (59kB)

Abstract

This research aims to determine the influence of Instagram ads and celebrity endorsements on purchasing decisions for Scarlett Whitening study products among 7th semester management students at Kadiri University. This type of research uses quantitative methods with explanatory research techniques. This research used a sample of 63 respondents. Sampling is done by distributing questionnaires. The criteria for filling out the questionnaire by respondents were that they had previously purchased a Scralett product. The data analysis technique used in this research is the multiple line regression test with the t test and f test. The results of this research show that there is an influence between Instagram ads on purchasing decisions for Scarlett products, there is an influence between celebrity endorsements on purchasing decisions for Scarlett products, and there is an influence between Instagram ads and celebrity endorsements on purchasing decisions. Keywords: Instagram ads, Celebrity Endorsement, Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi > Prodi Manajemen S1
Depositing User:	NR Nurul Huda
Date Deposited:	24 May 2025 02:29
Last Modified:	24 May 2025 02:29
URI:	http://repository.unik-kediri.ac.id/id/eprint/788

Actions (login required)

View Item