Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen (original) (raw)
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Penelitian bertujuan untuk mengetahui keberartian Persepsi Harga, Citra Merek Dan Celebrity Endorser Pada Keputusan Pembelian Busana 3Second Clothing Store Kediri dengan Minat Beli Sebagai Mediasi. Jenis penelitian yang digunakan dalam penelitian ini adalah asosiatif. Sampel yang digunakan sebanyak 160 konsumen dengan menggunakan metode accidental sampling kombinasi snowball sampling. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis jalur dengan program IBM SPSS 26 dan Uji Sobel. Hasil penelitian ini diperoleh terdapat pengaruh Persepsi Harga dan Citra Merek mempunyai keberartian menciptakan minat beli, tetapi tidak pada Celebrity Endoser. Persepsi Harga dan Celebrity Endorser mempunyai keberartian dalam menciptakan Keputusan Pembelian, tetapi tidak pada Citra Merek. Persepsi Harga, Citra Merek atau Celebrity Endorser tidak mempunyai keberartian dalam menciptakan keputusan pembelian melalui Minat beli sebagai variabel mediasi. Studi lanjut dan manaje...