TANG, MARCELLA DARMAWAN (2023) THE EFFECTS OF CELEBRITY ENDORSEMENT ON THE CONSUMERS’ INTEREST IN BUYING SCARLETT WHITENING. Other thesis, Universitas Katholik Soegijapranata Semarang.
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Abstract
This research aimed to find out about the effect of celebrity endorsement on consumers’ interest in buying Scarlett Whitening. To achieve this goal, every business developer must find creative ways to advertise their products and services. One of them is by using a celebrity endorsement to promote products or services. The method used by the writer in this study was a quantitative research method. The number of samples taken for this research is 30 and the technique used to take the sample is a simple random sample so that every population would have the same chance to be chosen as a sample. The writer used questionnaires as the data-collecting technique. There were 10 questions consist of 5 questions representing variable X (Celebrity Endorsement) and 5 questions representing variable Y (Consumer Buying Interest) which were given to 30 respondents. The data were analyzed using Likert Scale. Based on the data analysis, the Pearson correlation coefficient is 0.790. In the Pearson correlation coefficient classification, this can be assumed that there is a strong positive correlation between celebrity endorsement and buying interest. Moreover, there is a two-star sign (**) in the data, which indicates that there is a significant result at a significance value of 0.01. Based on the criteria above, the relationship between two variables is significant. It can be concluded that celebrity endorsements positively affects the consumers’ interest in buying Scarlett Whitening.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 400 Language |
| Divisions: | Faculty of Language and Art > Department of Englishpreneurship |
| Depositing User: | mr AM. Pudja Adjie Sudoso |
| Date Deposited: | 04 Oct 2023 05:09 |
| Last Modified: | 04 Oct 2023 05:09 |
| URI: | http://repository.unika.ac.id/id/eprint/33089 |
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