PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA
This research is aiming to know the impact of the uses brand endorse to the purchasing ability of the wardah products by student in Yogyakarta, and also to explore other factors that are influencing the uses of brand endorse for the Wardah products selling activities. This research is a quantitative...
| Main Authors: | , |
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| Format: | Thesis |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| _version_ | 1797034200519409664 |
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| author | , MITA FITRIANI , Drs. Widodo A. Setianto |
| author_facet | , MITA FITRIANI , Drs. Widodo A. Setianto |
| author_sort | , MITA FITRIANI |
| collection | UGM |
| description | This research is aiming to know the impact of the uses brand endorse to the
purchasing ability of the wardah products by student in Yogyakarta, and also to explore
other factors that are influencing the uses of brand endorse for the Wardah products selling
activities.
This research is a quantitative research by using a survay approach. Sampel of the
research are 100 of university student in Yogyakarta who are using a cosmetic product
produced and branded by wardah. The data collection by using questionaire and data analysis
by using linear regression in SPSS program.
Based on the data analysis, this research found that there is a positive significance
impact between brand endorse and the purchasing ability. This result is shown by hipothesis
testing with standard of error 5%. The better of the brand endorse that is being used of the
company, the better of the purchasing ability of the student. Meanwhile, the interverning
variable, which are the indicator of level of cost living, cost of products, product quality, and
brand, are also impacting the purchasing ability. It means that the role of interverning
variable mediated the relations between brand endorse and the purchasing ability of the
Wardah products by student in Yogyakarta |
| first_indexed | 2024-03-13T23:07:32Z |
| format | Thesis |
| id | oai:generic.eprints.org:124585 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T23:07:32Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1245852016-03-04T08:40:21Z https://repository.ugm.ac.id/124585/ PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA , MITA FITRIANI , Drs. Widodo A. Setianto ETD This research is aiming to know the impact of the uses brand endorse to the purchasing ability of the wardah products by student in Yogyakarta, and also to explore other factors that are influencing the uses of brand endorse for the Wardah products selling activities. This research is a quantitative research by using a survay approach. Sampel of the research are 100 of university student in Yogyakarta who are using a cosmetic product produced and branded by wardah. The data collection by using questionaire and data analysis by using linear regression in SPSS program. Based on the data analysis, this research found that there is a positive significance impact between brand endorse and the purchasing ability. This result is shown by hipothesis testing with standard of error 5%. The better of the brand endorse that is being used of the company, the better of the purchasing ability of the student. Meanwhile, the interverning variable, which are the indicator of level of cost living, cost of products, product quality, and brand, are also impacting the purchasing ability. It means that the role of interverning variable mediated the relations between brand endorse and the purchasing ability of the Wardah products by student in Yogyakarta [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , MITA FITRIANI and , Drs. Widodo A. Setianto (2013) PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=64739 |
| spellingShingle | ETD , MITA FITRIANI , Drs. Widodo A. Setianto PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA |
| title | PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA |
| title_full | PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA |
| title_fullStr | PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA |
| title_full_unstemmed | PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA |
| title_short | PENGARUH PENGGUNAAN BRAND ENDORSE TERHADAP MINAT BELI PRODUK WARDAH OLEH MAHASISWI DI YOGYAKARTA |
| title_sort | pengaruh penggunaan brand endorse terhadap minat beli produk wardah oleh mahasiswi di yogyakarta |
| topic | ETD |
| work_keys_str_mv | AT mitafitriani pengaruhpenggunaanbrandendorseterhadapminatbeliprodukwardaholehmahasiswidiyogyakarta AT drswidodoasetianto pengaruhpenggunaanbrandendorseterhadapminatbeliprodukwardaholehmahasiswidiyogyakarta |