Pengaruh Celebrity Endorser, Label Halal terhadap Minat Beli dan Loyalitas Pelanggan dengan Citra Merek sebagai Variabel Intervening (Iklan Produk Kosmetik Sariayu)

Damayanti, Ririn (2016) Pengaruh Celebrity Endorser, Label Halal terhadap Minat Beli dan Loyalitas Pelanggan dengan Citra Merek sebagai Variabel Intervening (Iklan Produk Kosmetik Sariayu). Jurnal thesis, STIE YKPN.

[img] Text
JURNAL Ririn Damayanti - 221400414.pdf - Published Version

Download (740kB)

Abstract

This research was conducted with the aim to analyze the influence of celebrity endorsers, halal label to the buying interest and customer loyalty to the brand's image as an intervening variable in a cosmetic product Sariayu. Selection of the sample in this study was done by using covariance sampling with criteria of Muslim women in Indonesia, especially Yogyakarta use cosmetic products Sariayu and also Chelsea Olivia as a celebrity endorser in the advertisement. Data was done using a questionnaire with 251 respondents. Data analysis method used is quantitative method and hypoyhesis testing using SEM models. The results showed that the only factor trust of celebrity endorser significant effect on brand image, buying interest and customerloyalty, membership affect the buying interest, halal labels affect the brand image and buying interest, while the membership of no significant impact on the brand image and customer loyalty, in this study also states that the appeal factor has no significant influence on brand image, buying interest and customer loyalty.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number Dam p 327/2016
Uncontrolled Keywords: celebrity endorser, halal label, buying interest, customer loyalty
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 04 Jul 2019 02:24
Last Modified: 04 Jul 2019 02:24
URI: http://repository.stieykpn.ac.id/id/eprint/197

Actions (login required)

View Item View Item