“PENGARUH PRODUCT QUALITY TERHADAP BRAND IMAGE DENGAN CELEBRITY ENDORSER SEBAGAI VARIABEL INTERVENING” (Studi Pada Konsumen Produk Scarlett di Daerah Istimewa Yogyakarta)

HAJRIA, BESSE RESKI (2024) “PENGARUH PRODUCT QUALITY TERHADAP BRAND IMAGE DENGAN CELEBRITY ENDORSER SEBAGAI VARIABEL INTERVENING” (Studi Pada Konsumen Produk Scarlett di Daerah Istimewa Yogyakarta). Other thesis, UPN Veteran Yogyajarta.

[thumbnail of 01 Skripsi Fulltext_141200008_Besse Reski Hajria.pdf] Text
01 Skripsi Fulltext_141200008_Besse Reski Hajria.pdf
Restricted to Repository staff only
Download (2MB)
[thumbnail of 02 Cover_141200008_Besse Reski Hajria.pdf] Text
02 Cover_141200008_Besse Reski Hajria.pdf
Download (253kB)
[thumbnail of 03 Abstrak_141200008_Besse Reski Hajria.pdf] Text
03 Abstrak_141200008_Besse Reski Hajria.pdf
Download (127kB)
[thumbnail of 04 Lembar Pengesahan_141200008_Besse Reski Hajria.pdf] Text
04 Lembar Pengesahan_141200008_Besse Reski Hajria.pdf
Download (597kB)
[thumbnail of 05 Daftar Isi_141200008_Besse Reski Hajria.pdf] Text
05 Daftar Isi_141200008_Besse Reski Hajria.pdf
Download (11kB)
[thumbnail of 06 Daftar Pustaka_141200008_Besse Reski Hajria.pdf] Text
06 Daftar Pustaka_141200008_Besse Reski Hajria.pdf
Download (151kB)

Abstract

viii
ABSTRAK
PENGARUH PRODUCT QUALITY TERHADAP BRAND IMAGE DENGAN
CELEBRITY ENDORSER SEBAGAI VARIABEL INTERVENING
(Studi Pada Konsumen Produk Scarlett di Daerah Istimewa Yogyakarta)
BESSE RESKI HAJRIA
NIM. 141200008
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis
Universitas Pembangunan Nasional “Veteran” Yogyakarta
reskihajria@gmail.com
ABSTRAK
Tujuan dari penelitian ini adalah untuk menguji pengaruh variabel Product
Quality dan variabel Celebrity Endorser terhadap variabel Brand Image pada
konsumen produk Scarlett di Daerah Istimewa Yogyakarta. Dalam penelitian ini
Product Quality adalah variabel independen yang digunakan. Brand Image adalah
variabel dependen dan Celebrity Endorser bertindak sebagai variabel intervening.
Populasi dalam penelitian ini adalah konsumen produk Scarlett yang berdomisili di
Daerah Istimewa Yogyakarta, dan sampel dalam penelitian ini adalah sebagian
konsumen produk Scarlett di Daerah Istimewa Yogyakarta. Sampel dalam penelitian
ini sebanyak 100 responden. Partial Least Square (PLS) adalah metode analisis yang
digunakan dalam penelitian ini. Menurut temuan dalam penelitian ini, variabel
Product Quality berpengaruh positif dan signifikan terhadap variabel Brand Image.
Variabel Celebrity Endorser berpengaruh positif dan signifikan terhadap variabel
Brand Image. Variabel Product Quality berpengaruh positif dan signifikan terhadap
variabel Celebrity Endorser. Variabel Product Quality berpengaruh positif dan
signifikan terhadap variabel Brand Image melalui Celebrity Endorser sebagai
variabel intervening.
Kata kunci : product quality, brand image, celebrity endorser, produk scarlett
ix
ABSTRACT
THE EFFECT OF PRODUCT QUALITY ON BRAND IMAGE WITH
CELEBRITY ENDORSER AS AN INTERVENING VARIABLE
(Surveys of Product Scarlett Consumers in Special Region of Yogyakarta)
BESSE RESKI HAJRIA
NIM. 141200008
Management Study Program
Faculty of Economics and Business
Universitas Pembangunan Nasional “Veteran” Yogyakarta
reskihajria@gmail.com
ABSTRACT
The aim of this research is to test the influence of the Product Quality
variable and the Celebrity Endorser variable on the Brand Image variable on
consumers of Scarlett products in the Special Region of Yogyakarta. In this research,
Product Quality is the independent variable used. Brand Image is the dependent
variable and Celebrity Endorser acts as an intervening variable. The population in
this study are consumers of Scarlett products who live in the Special Region of
Yogyakarta, and the sample in this study is some consumers of Scarlett products in
the Special Region of Yogyakarta. The sample in this study was 100 respondents.
Partial Least Square (PLS) is the analysis method used in this research. According
to the findings in this research, the Product Quality variable has a positive and
significant effect on the Brand Image variable. The Celebrity Endorser variable has
a positive and significant effect on the Brand Image variable. The Product Quality
variable has a positive and significant effect on the Celebrity Endorser variable. The
Product Quality variable has a positive and significant effect on the Brand Image
variable through Celebrity Endorser as an intervening variable.
Keyword : product quality, brand image, celebrity endorser, product scarlett

Item Type: Thesis (Other)
Uncontrolled Keywords: product quality, brand image, celebrity endorser, product scarlett
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 01 Apr 2024 02:44
Last Modified: 01 Apr 2024 02:44
URI: http://eprints.upnyk.ac.id/id/eprint/39218

Actions (login required)

View Item View Item