Cantika, Indri (2023) PENGARUH CELEBRITY ENDORSER DAN GAYA HIDUP ISLAMI TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN PRODUK MS GLOW DI KOTA PALEMBANG). Undergraduate Thesis thesis, Universitas Islam Negeri Raden Fatah Palembang.
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Abstract
This study aims to determine the effect of celebrity endorsers and Islamic lifestyle on purchasing decisions for MS Glow skincare products, a survey in Palembang City or consumers of MS Glow products in Palembang City. This study uses primary data with a quantitative approach. This population is consumers of MS Glow skincare products in Palembang City. Determination of the sample in this study using the Slovin formula and obtained 100 consumers who were sampled in this study. The analytical methods used in this study are validity and reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing with IBM SPSS statistical analysis tool 26. The results of this study indicate that partially the celebrity endorser variable has a positive and significant effect on consumer purchasing decisions. Islamic lifestyle variables have a positive and significant effect on consumer purchasing decisions and also both simultaneously have a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate Thesis) |
|---|---|
| Uncontrolled Keywords: | Celebrity Endorser, Islamic Lifestyle and Purchasing Decisions. |
| Subjects: | Ekonomi dan Bisnis Islam > Ekonomi Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > 60202 - Ekonomi Syariah (S1) |
| Depositing User: | INDRI CANTIKA 1730602191 |
| Date Deposited: | 21 Aug 2023 01:10 |
| Last Modified: | 21 Aug 2023 01:10 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/29791 |
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