PENGARUH CELEBRITY ENDORSEMENT, PENGETAHUAN PRODUK, KEMASAN PRODUK DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION

Andriyani, Bianka (2023) PENGARUH CELEBRITY ENDORSEMENT, PENGETAHUAN PRODUK, KEMASAN PRODUK DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION. Solusi: Jurnal Kajian Ekonomi dan Bisnis, 18 (2). pp. 148-161. ISSN P-ISSN : 1907-2376/P-ISSN : 1907-2376

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Abstract

This research aims to test the effect of celebrity endorsement, pengetahuan produk, kemasan produk, and perceived value on purchasing interest in the energy drink brand Red Bull GmbH, the research location is in Indonesia. The method used in this research is multiple regression analysis using primary data obtained from the distribution of questionnaires using google form media online. The sample in this research was taken with a purposive sampling technique with the criteria for age 15-50 years old men and women who have information about the Red Bull brand on social media or other online media. The sample in this research was obtained as many as 100 respondents, then the respondent data was processed using the SPSS 26 program. The results of the research conducted by the author prove that there is an effect of celebrity endorsement, pengetahuan produk, kemasan produk, perceived value on purchasing interest.

Item Type: Article
Uncontrolled Keywords: Celebrity Endorsement, Pengetahuan produk, Kemasan produk, Perceived Value, Purchase Intention
Subjects: MANAJEMEN > Sumber Daya Manusia
Divisions: Dosen STIE YKPN > Artikel
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 20 Mar 2024 04:39
Last Modified: 20 Mar 2024 04:39
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/2215

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