HUBUNGAN ANTARA CELEBRITY ENDORSEMENT DENGAN KEPUTUSAN PEMBELIAN POND’S WHITE BEAUTY PADA MAHASISWA JURUSAN EKONOMI DAN ADMINISTRASI FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Abstract

MUTIARA. The Correlation between Celebrity Endorsement with Purchase decision Pond's White Beauty on Student Departement of Economics and Administration Faculty of Economics at State University of Jakarta. Skripsi, Jakarta: Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta, Juni 2015. The purpose of this research is to determine the correlation between celebrity endorsement with purchase decision Pond's White Beauty on Student Department of Economics and Administration Faculty of Economics, University of Jakarta. This research was carried out for 4 months starting from the month of March 2015 to June 2015. The method used was survey method with pendektan correlational. The population in this study were all students of the Department of Economics and Administration of the State University of Jakarta. Inaccessibility population is students of the Department of Economics and Administration Force in 2013 who wore Pond's White Beauty Products with the number 74. Of the total population of these affordable taken samples of 62 people were taken proportionally by using simple random technique (Simple Random Sampling). The resulting regression equation is Ŷ = 47.17 + 0.48X.. Test requirements analysis to test the normality of the estimated error of regression of Y on X indicates that the error estimates of regression of Y on X normal distribution. In hypothesis testing, significance testing and linearity states means and linear regression. Correlation coefficients were calculated using the formula Pearson Product Moment of generating rxy = 0.504 correlation significance test is then performed using t-test and the resulting t = 4.518 and table = 1.67 . Due thitung > ttable, it can be concluded that there is a significant relationship between celebrity endorsement with purchase decisions on students of Economics and Administration Faculty of Economics at the State University of Jakarta . The coefficient of determination obtained at 25.38 % , which indicates that 25.38 % Purchase Decision is determined by Celebrity Endorsement