The hair fall problem faced by women in Indonesia had been in the second rank from 2010 to 2014. Hence, L'Oréal Paris Fall Repair that was just launched in 2013 has had a possible chance to fulfil a market need. However, L'Oréal Paris Fall Repair needs to compete with other famous fall brands. Therefore, this research is conducted to help to analyze how practical the current L'Oréal Paris Fall Repair's celebrity endorsement is.
The primary data of this research comes from 117 filled questionnaires. Afterwards, path analysis is used to identify the relationship between independent, mediating, and dependent variable. The result indicates that there is a significant positive impact of L'Oréal Paris Fall Repair's celebrity endorsement towards consumer purchase intention with the brand image as a mediating variable.

Creator(s)

• (34411007) ANASTASIA ANDREA WIDJAJA

Contributor(s)

• Adelina Proboyo → Advisor 1
• Lianto, S.E., MFM. → Examination Committee 1

Publisher

Universitas Kristen Petra; 2015

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. 34010204/MAN/2015: Anastasia Andrea Widjaja (34411007)

Subject(s)

• CONSUMER BEHAVIOR
• MARKETING MANAGEMENT
• BRAND IMAGE

File(s)

• jiunkpe-is-s1-2015-34411007-45775-consumer-cover.pdf
• jiunkpe-is-s1-2015-34411007-45775-consumer-abstract_toc.pdf
• jiunkpe-is-s1-2015-34411007-45775-consumer-conclusion.pdf
• jiunkpe-is-s1-2015-34411007-45775-consumer-references.pdf