Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian Produk Scarlett whitening
Survei Online pada Konsumen Akun Instagram @Scarlet_whitening
DOI:
https://doi.org/10.56799/jim.v1i12.920Keywords:
Celebrity Endorser, Brand Image, Purchase DecisionAbstract
This study aims to determine the effect of simultaneously and partially Celebrity Endorser and Brand Image on Purchase Decisions through a survey on consumers of Scarlet Whitening products. The research method used in this study is a quantitative approach with survey methods. The population in this study is unknown and a sample of 100 respondents was taken. The type of data used in this study is primary data obtained through a questionnaire. Data analysis used was classical assumption test and multiple regression analysis using SPSS version 25. Hypothesis testing used t, F and R² tests. The results showed that Celebrity Endorser and Brand Image simultaneously had a significant effect on purchasing decisions. Celebrity endorsers partially have a significant effect on purchasing decisions and brand image partially has a significant effect on purchasing decisions.
Downloads
References
Aditya, Yohanes. (2016). Pengaruh Celebrity Endorser Cristiano Ronaldo
Terhadap Brand Image Dan Keputusan Pembelian Konsumen Shampoo
Clear Di Surabaya.
Adrianto, Nur Faiz., & Endang Sutrasmawti. 2016. Pengaruh Celebrity Endorser Dan Brand Image Pada Proses Keputusan Pembelian. Management Analysis Journal 5(2). 104-109.
Agnes Monica . 2021. Pengaruh Celebrity Endorser, Citra Merek, Dan Kepercayaan Merek, Terhadap Minat Beli Konsumen Produk Scarlett Https://Repository.Usd.Ac.Id/39581/2/172214196_Full.Pdf
Bramantya, Yan Bayu Dan Made.2016.Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Yamaha Jupiter Mx Di Kota
Denpasar.E-Jurnal Manajemen Unud, Vol.5(3).ISSN : 2302-8912.
Cahyani, Khoiriyah Indra., & Endang Sutrasmawati. 2016. Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian. Management
Analysis Journal 5(4).
Hamdi, Asep Saepul Dan E, Baharuddin. 2014. Metode Penelitian Kuantitatif Aplikasi Dalam Pendidikan, Yogyakarta: Deeppublish.
Naufal Savero Rakha Heda. 2017. Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian ( Studi Kasus Pada Merek Clear) Https://Eprints.Uny.Ac.Id/48999/1/Naufalsaverorakhaheda_12808144039.Pdf
Pratiwi-, D. (2020). PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN BEDAK MARCKS ( Studi Pada Mahasiswa Prodi D4 Manajemen Pemasaran Jurusan Administrasi Niaga Politeknik Negeri Malang ).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Ai Reka Pebrianti, Ari Arisman, Suci Putri Lestari
This work is licensed under a Creative Commons Attribution 4.0 International License.
