PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU FUTSAL SPECS DI LINGKUNGAN KARANG TARUNA MATARAM

  • Afri Dary Anandita Mahasiswa FEB Unram
  • Rusdan Rusdan
  • Baiq Handayani Rinuastuti

Abstract

The purpose of this study are: (1) To find out and analyze the effect of celebrity endorser on the decision to buy futsal spec shoes in the Karang Taruna Mataram neighborhood. (2) To find out and analyze the effect of brand image on the decision to buy futsal specifications shoes in the Karang Taruna Mataram neighborhood. This type of research is associative causal research. The sampling technique used was purposive sampling where the sample was determined as many as 50 people. Data analysis used multiple linear regression analysis, R2 test, and T test. The analysis showed that (1) the Celebrity Endorser variable had a significant influence on the decision to buy futsal Specs shoes in the Mataram Youth Organization. (2) Variable Brand Image has a significant influence on the decision to buy futsal shoes products in the Karang Taruna Mataram neighborhood.


 


Keywords : celebrity endorser, brand image, purchasing decisions

Published
2019-09-26
How to Cite
ANANDITA, Afri Dary; RUSDAN, Rusdan; RINUASTUTI, Baiq Handayani. PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU FUTSAL SPECS DI LINGKUNGAN KARANG TARUNA MATARAM. Jurnal Riset Manajemen, [S.l.], v. 19, n. 2, p. 98-109, sep. 2019. ISSN 2622-7460. Available at: <http://jrm.unram.ac.id/index.php/jrm/article/view/40>. Date accessed: 30 may 2020. doi: https://doi.org/10.29303/jrm.v19i2.40.

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