ANALISIS PENGARUH IKLAN, ENDORSER TERHADAP MINAT BELI HP XIAOMI MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING

  • Iskandar Fauzi Universitas Sarjanawiyata Tamansiswa

Abstract

ABSTRACT


By: Iskandar Fauzi


This study aims to test the positive analysis of the influence of advertising, endorsing the interest in buying a cellphone xiaomi through a brand image as an intervening variable.


The variables of this study are advertising, endorsers, brand image and buying interest. The population in this study were students of the Faculty of Economics, University of Sarjanawiyata Tamansiswa Yogyakarta whose numbers could not be known. So that the sample size of this study is 100 obtained from the formula, with a purposive random sampling method, the data collection method uses a questionnaire. while data analysis techniques use multiple linear regression analysis supported by t test, Rsquare test and classic assumption test consisting of normality test, Kolmogorov Smirnov test, heterocedasticity test, Glejser test multicollinearity test and sobel test (sobel test)

Published
2019-01-26
How to Cite
FAUZI, Iskandar. ANALISIS PENGARUH IKLAN, ENDORSER TERHADAP MINAT BELI HP XIAOMI MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING. Jurnal Akuntansi Pajak Dewantara, [S.l.], v. 1, n. 1, p. 559 - 567, jan. 2019. Available at: <http://jurnalfe.ustjogja.ac.id/index.php/jap/article/view/910>. Date accessed: 20 feb. 2019.