INFLUENCECELEBRITY ENDORSER AND BRAND IMAGE AGAINST THE PURCHASE DECISION ON ISDSHOP MAKASSAR
Keywords:
celebrity endorse, brand image, purchase decisionAbstract
This study aims to determine (1) The effect of celebrity endorsement on purchasing decisions at Isdshop Makassar stores (2) The effect of brand image on purchasing decisions at Isdshop Makassar stores (3) The more dominant variable influencing purchasing decisions at Isdshop Makassar.
This research uses quantitative data types and multiple linear regression analysis methods so that research data is obtained from questionnaires that are distributed online to Isdshop Makassar visitors who have made purchasing transactions at Isdshop Makassar with a sample of 92 respondents.
The results of the study show that (1) Celebrity Endorse has a positive and significant effect on purchasing decisions at Isdshop Makassar stores (2) Brand Image has a positive and significant effect on purchasing decisions at Isdshop Makassar stores (3) Brand image variables have more dominant influence on purchasing decisions at Isdshop Makassar.
References
Azizah, L., Gunawan, J., & Sinansari, P. (2021). Pengaruh Pemasaran Media Sosial TikTok terhadap Kesadaran Merek dan Minat Beli Produk Kosmetik di Indonesia. Jurnal Teknik ITS, 10(2). https://doi.org/10.12962/j23373539.v10i2.73923
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective 6th. New York: McGraw-Hil L.
Dr. Asep Suryadi, S. H. M. H. (2022). Hak Kekayaan Intelektual : perlindungan dan kepastian hukum dalam pendaftaran merek dengan menggunakan sistem konstitutif. Inteligensia Media (Kelompok Penerbit Intrans Publishing). https://books.google.co.id/books?id=BwKeEAAAQBAJ
Kotler, P., & Keller, K. L. (2012). Marketing Management. Prentice Hall. https://books.google.co.id/books?id=OYjntgAACAAJ
Likdanawati, L., & Hamdiah, H. (2017). Pengaruh Keselamatan dan Kesehatan Kerja Terhadap Prestasi Kerja pada PT. PLN (Persero) Rayon Panton Labu KAbupaten Aceh Utara. Jurnal Visioner & Strategis, 6(1).
Lubis, I. B. H., & Wibowo, A. (2016). Pengaruh Citra Merek , Media Iklan Instagram , Pembelian Produk Vans ( Studi Kasus Pada Followers Twitter @ VHeadID ). Jurnal Manajemen Bisnis Indonesia, 05(4), 388–401.
Miranda, A., Latief, F., & Zaeni, N. (2023). PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKEOVER PADA MAHASISWA ITB NOBEL INDONESIA. Jurnal Malomo : Manajemen Dan Akuntansi, 1(1 SE-Articles). https://e-jurnal.nobel.ac.id/index.php/malomo/article/view/3446
Nugrah, N., Latief, F., & Agunawan, A. (2023). PENGARUH CELEBRITY ENDORSE DAN PROMOSI PENJUALAN TERHADAP MINAT BELI MINUMAN YOTTA. Jurnal Malomo : Manajemen Dan Akuntansi, 1(1 SE-Articles). https://e-jurnal.nobel.ac.id/index.php/malomo/article/view/3449
Nur, Y. (2018). Pengaruh Celebrity Endorser Pada Media Sosial Instagram Terhadap Minat Pembelian Produk Lazeta Skin Care di Makassar. Jurnal Bisnis & Kewirausahaan, 7(1), 109–116. https://e-jurnal.nobel.ac.id/index.php/jbk/article/view/172
Simamora, B. (2004). Riset pemasaran: Falsafah, teori, dan aplikasi. Jakarta: PT Gramedia Pustaka Utama.
Widiawati, A. (2017). Pengaruh citra merek dan promosi penjualan melalui media sosial instagram terhadap keputusan pembelian pada laundry 5Asec cabang Makassar. Ilmiah BISNIS, 6(2), 207–219. http://garuda.ristekbrin.go.id/documents/detail/894889
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Proceeding of research and civil society Desemination
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
