Pengaruh Celebrity Endorsers (Luna Maya) Terhadap Niat Beli Konsumen Sabun Lux Di Universitas Kristen Maranatha, Bandung.

(1)

Universitas Kristen Maranatha

! " # $ $ % &

' ()( *

& + ,($ *

* -, $ $ % .

. - .

/ -0 1 ( /

2 $ - ( $ 2

3 3

! - $ 4

! ! ) - - $

(2)

! ' $( 5 $( ( - $ '

! & +-+$ *

! & $( ( +-+$ *

! & ! +-( $ - $ /

! * 2

! * %5 % 6

! * ! ()( !&

! * ' # 5 # !*

! . 7 , $8 !.

! / 7 " , $ (-, 8 !2

! / + $ 0 " , $ (-, !6

! 2 ( + $(- '

! 2 ( + $(- '!

! 2 ! +" ( + $(- ''

! 2 ' + 9 -0 (% ( + $(- '&

! 2 & ( -, &4

! 2 * +$ $ 0( ($ -, &!

! 2 . -, &!

! 2 / % 05 % 0 +$ $ -, 0( ($ &'

! 6 + $(- &/

(3)

Universitas Kristen Maranatha

3 : 3 3 3

' ) % ($ % &6

' ! +"+ + *'

' ! $ *'

' ! ! ( ( 30 $ + $ $ ; , */

' ! ' +0( $ -0 *6

' ! ' - % -0 .

' ! ' ! +" -, -0 .!

' ! ' ' :(- % -0 .&

' ! & (-0( ./

' ! * ; " $ , $ .6

' ! * ; " $ .6

' ! * ! , $ .6

' ! . +" $ $ /

' ! . () 0+ $ $ /'

;

& 3,) /&

& ! $ $0+ " /&

& ! $ $0+ " " $ : $ - /*

& ! ! $ $0+ " " $ $ /.

& ! ' $ $0+ " " $ (

( //

(4)

& ' < $0+ " 24

& ' < $0+ " % " 0 7 8 24

& ' ! < $0+ " % " 0 7 8 ! 2

& ' ' < $0+ " % " 0 7 8 ' 2!

& ' & < $0+ " % " 0 7 8 & 2'

& ' * < $0+ " % " 0 7 8 * 2&

& ' . < $0+ " % " 0 7 )()( 8 2*

& ' / < $0+ " % " 0 7 )()( 8 ! 2.

& ' 2 < $0+ " % " 0 7 )()( 8 ' 2/

& ' 6 < $0+ " % " 0 7 )()( 8 & 26

& ' 4 < $0+ " % " 0 7 )()( 8 * 64

& ' < $0+ " % " 0 7 % 8 6

& ' ! < $0+ " % " 0 7 % 8 ! 6!

& ' ' < $0+ " % " 0 7 % 8 ' 6'

& ' & < $0+ " % " 0 7 % 8 & 6&

& ' * < $0+ " % " 0 7 % 8 * 6*

& & < + $(- ,( ( 6/

& & < $0+ " % " 0 ,( ( 6/

& & ! < $0+ " % " 0 ,( ( ! 62

& & ' < $0+ " % " 0 ,( ( ' 66

& * ) ; " $ , $ 44

& * ) ; " $ 44

(5)

Universitas Kristen Maranatha

& . $ ) $(-$ $ " % 4&

& / () 0+ $ $ -, % $ 4.

;

* $ -0( 4

(6)

, ! !/

, ! ! !2

, ' 30 $ + ; , 7; , " 0 " 8 *6

, ' ! ! " #

$ "

% & % '()* "

% +* , " " ..

, & $ $0+ " " $ : $ - /*

, & ! $ $0+ " " $ $ /.

, & ' $ $0+ " " $ ( ( //

, & & $ $0+ " " $ /6

, & * < $0+ " % " 0 7 8 24

, & . < $0+ " % " 0 7 8 ! 2

, & / < $0+ " % " 0 7 8 ' 2!

, & 2 < $0+ " % " 0 7 8 & 2'

, & 6 < $0+ " % " 0 7 8 * 2&

, & 4 < $0+ " % " 0 7 )()( 8 2*

, & < $0+ " % " 0 7 )()( 8 ! 2/

(7)

, & ' < $0+ " % " 0 7 )()( 8 & 26

, & & < $0+ " % " 0 7 )()( 8 * 64

, & * < $0+ " % " 0 7 % 8 6

, & . < $0+ " % " 0 7 % 8 ! 6!

, & / < $0+ " % " 0 7 % 8 ' 6'

, & 2 < $0+ " % " 0 7 % 8 & 6*

, & 6 < $0+ " % " 0 7 % 8 * 6.

, & !4 < $0+ " % " 0 ,( ( 6/

, & ! < $0+ " % " 0 ,( ( ! 62

, & !! < $0+ " % " 0 ,( ( ' 66

, & !' $ ) ; " $ $ $ + = 4

, & !& () , 4&

, & !* $ $ $ (% 7 ( < 8 % " 0

+ $(- ,( ( 4*

(8)

-, - /

-, ! -0 +-0+ - ( - $ &

-, ! ! - ( +-+$ /

-, ! ' - !'

-, ! & +" ( + $(- ''

-, ! * 0 ( -, + $(- &4

(9)

Universitas Kristen Maranatha

-0 ( $ +

-0 ! 3 "

(10)

! ! ! " #

$ %

&''

$ % "

( && ) *

+, - .&- ./- .0

+, 1 //) ' '&&.& ' &1/./' ')0.0 .&

& + ' '&&

./ & + ' &1/

.0 & + ' ')0

#2342 & 5 6' ') ' 7809

#2:.( / 5 6' ') ' 17'9

#22#$ 2 0 5 6' ') ' ;01 #2342

#2:.( #22#$ 2

' /' ' & '' &'' < ! ! ! 56' ') *

= " "

= "

(11)

Universitas Kristen Maranatha " "

"

% % > !

(12)

! " #

$%% !

" #

& '('' $$) *

+, - .$- ./- .0 +, 1 //)2% %$$.$2% $1/./2% %)0.0

.$ + %%$$

./ + %$1/

.0 + %%)0

3 4 5 6$ 78% %) % 9:0;

4 .( 6/ 78% %) % 19%;

4 4!' 60 78% %) % <01

4 5 4 .( 4 4!'

= 4 ' % /% % &

$ %% $%%>

? 7 8% %)

*

#

# ?

? #

" @ 5 A

(13)

(14)

& '

!!$" !%

& %

% % %

& &

% % % !!!"()$%

*

&

(15)

Universitas Kristen Maranatha +

!!+" ,,%

&

-'

. / !!(" 0,%

&

1

.2

& 3

4 - 4

-5 ))!%

% %

(16)

.

/ !!("+!+%

6

!!!" #0% 6

7

"

4

8 9 : ' 1 7 ;

4

8 9 : ' 1 7 ;

+ 4 8 9

(17)

Universitas Kristen Maranatha $

7

"

:

8 9 : ' 1 7

:

8 9 : ' 1 7

+ :

8 9 : ' 1 7

! "# $

"

&

< = : '

1 7

(18)

&

% &$

"

8 : ' 1

7

>

: ' 1 8 9

8 1

' ( &

(19)

Universitas Kristen Maranatha ,

.2

5

8 1 %

8 9

) &$

( &

* &+ ,

:

: ' !"#

$ %& '!#

() !

*

*+

(20)

7=8-1 &

6 ' !!,

- . &

"

&

. /( ) ) / . .

8

/ / /)

1

'

0 . .

(21)

Universitas Kristen Maranatha )

(22)

! " #

$ % & ' "

" (

) ! * +

" &,-.& " /

* + * 0 & 1

" 2

" " " # $ %

& ) &

"

" &

" & 3 & &

&

" " " #)

4) ! * +

" &5, & " /

(23)

Universitas Kristen Maranatha

" 2 "

" " # $ % &

) &

" "

& &

& & 3

&

" " " #)

.) ! * +

" &6.5& " /

* + * 0 & 1

" 2

" " " # $ %

& ) &

"

" &

& & &

3 & & &

3 &

" " " #)

5) ! " # 3 " &

(24)

4

" " 7 )4 8 " &

" " ! " #)

1) 9 " " "

& &

"

)

! " &

" " "

) ! " " " (

) ! 3 " # " 3

" " # $ % & )

" & " #

" 7 "

" )

4) &

"

& &

" )

.) " ! " # 3 " )

(25)

Universitas Kristen Maranatha .

! " #

" " # $ % & )

5) " & "

" " )

) / " " & " &

(26)

! " # $ % "

& $ ' ()) * "

+ , " " -(

" . "/ ())) ! .' . " 0 +

" 1 ())( .'

2 " 0 +

$ , * ())3 , " "

$4 &

+ $$ 1 ())5

! ! ' 1 1

. 1 " - 6" 1 1 / - ' + &$ 1 "

, " 7 "1 ' / " ! 2 /

4 "

0 + 2 " * " $ . ())8 " 9

-* : $$ ; "

< $ ; ()) # $ 1

" 6" 1 1 + "

: 1 " ;=& $ ())( % 1 ! ,

(27)

: ! > " 1 " 2 7 ' 2 ? " &$ * # 0 9 $

& # ' 6++ $$ 2 ! 1 . " * : $$

1 ;" ())) ! $ & 7 +

$ . $ + ())) ( 1

$$ " ! . " $ "

" # " ())) ) ! $ / "

! 7 $ "

$ . $ + " 1 " ()) ( 1

$ + " ! 7 $ "

$ . $ + ())( 1 $$ " !

. " $ "

$ . $ + ())8 1 $$ " !

. " $ "

$ . $ + ()) ! $ 1 / " ! .'

. " $ "

$ . $ + " " ? " $$ ())5 ! $ 1

/ " ! .' . " $ "

$ . $ + " " ? " $$ ())@ ! $ 1

/ " ! .' . " $ "

? & : -* " $ ()) ! $ & 7 +

- < 99 - . " $ " ! $ ;" " 1

- " ! 0 - " - ())( 1 $ / $ +

(28)

A " 22 ) 0 "1 * " " $ " 4 * $ - 1 0 $ &

7" 1 1 . * 7B+ 1 ' 1 " 11 " * " 11

! " $ 4 1 " $ 8 ++ 8 C (

A$1 " . ()) * $ # ' @

-* : $$

2 " > @ " ! . 1 6

$ " / 1$ ())3 , " " ? "

$ " / 1$ ())( , " " ? "

" 6 ())8 " # ( # 3

! " # $ " "1 ;"*

: " ())3 $ !

7 $ "

" " 7 < $ " # $ ()) ( " -* C: $$

" ())3 1 " , " " $4 &

* 4 " ? " % ? 1$ ? < " ())3 * $ ! 1

. " * : $$ ;"*

'/ + " > " " 0 " " " 1 1 " ())3

; ! /