Pengaruh Penggunaan Brand Endorse terhadap Minat Beli Produk Wardah pada Mahasiswa di Yogyakarta.

FITRIANI, Mitha, Widodo Agus Setianto

2013 | Skripsi | Ilmu Komunikasi

Abstract 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. Keyword : Brand Endorse, Purchasing Ability, Wardah

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