scholarly journals The Influence of Celebrity Endorser, Brand Image, and EWOM on Consumer Purchase Decisions of Sunco Cooking Oil 

Academia Open ◽  
2021 ◽  
Vol 5 ◽  
Author(s):  
Atika Dwi Wardani ◽  
Lilik Indayani
Keyword(s):  
Quantitative Methods ◽  
Brand Image ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Cooking Oil ◽  
Analysis Technique ◽  
Statistical Program ◽  
Celebrity Endorser ◽  
Data Collection Technique ◽  
Celebrity Endorsers

This study aims to determine celebrity endorsers, brand image, and E-WOM on consumer purchasing decisions on Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency). This research is a descriptive study using quantitative methods. The data collection technique is by distributing questionnaires to 100 respondents who are customers of Sunco cooking oil. The analysis technique used in this study is multiple linear regression using the SPSS (Statistical Program for Social Science) version 18 for windows. The results of this study indicate that the celebrity endorser variable has an effect on purchasing decisions, the brand image variable has an effect on purchasing decisions, and E-WOM has an effect on purchasing decisions for consumers of Sunco cooking oil (study in Sedati Gede Village, Sidoarjo Regency).

scholarly journals Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear

2019 ◽  
Vol 8 (1) ◽  
pp. 44
Author(s):  
Natalia Junni Kalangi ◽  
Lucky F. Tamengkel ◽  
Olivia F. C. Walangitan
Keyword(s):  
Regression Coefficient ◽  
Brand Image ◽  
Survey Methods ◽  
Sampling Technique ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
Independent Variable ◽  
Positive Effect

This study aims to determine: (1) the effect of celebrity endorsement on purchasing decisions for Clear brand shampoo, (2) the effect of brand image on purchasing decisions up to Clear brand, and (3) the influence of celebrity endorse and brand image on Clear shampoo shampoo purchase decisions.This study uses a quantitative approach bycollecting data through survey methods. This study also uses a purposive sampling technique based on certain characteristics. The sample in this study were 100 people of the Wenang sub-district of Manado city. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression.The results of this study indicate that: (1) Celebrity endorse has a positive effect on purchasing decisions, evidenced by the value of t count of 2.186 with a significance value of 0.031, smaller than 0.05 and the regression coefficient has a positive value of 0.340; (2) Brand image has a positive effect onpurchasing decisions, evidenced from the value of t count of 4.346 with a significance value of 0,000, smaller than 0.05 and the regression coefficient has a positive value of 0.749, and (3) Celebrity endorsers and brand images have a positive effect against purchasing decisions, as evidenced by the results of F count of 29,446 with a significance of 0,000. The adjusted R square value of 0.378 indicates that the ability of the independent variable in explaining the variation of the dependent variable is 37.80%, and the remaining 62.20% is explained by other variables outside the research model.

scholarly journals Analisis Celebrity Endorsment, Variasi Produk, Brand Image terhadap Keputusan Pembelian Produk Rabbani

2019 ◽  
Vol 9 (1) ◽  
pp. 88
Author(s):  
Fadlilah Mutia Cahya ◽  
Ida Aryati Dyah Putnomo Wulan ◽  
Ratna Damayanti
Keyword(s):  
Quantitative Methods ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Purchasing Decisions ◽  
F Test ◽  
Product Variation ◽  
The City ◽  
Positive Effect

The point of research to analyze a affect celebrity endorsement, product variation and brand image simultaneously, partially to the purchasing decisions Rabbani product in Surakarta. The research using quantitative methods. Used 100 respondents to the sample and the sampling technique was done by purposive sampling. The population is all consumers of Rabbani products in the city of Surakarta. Data collection is done by documentation, questionnaires, observation and data analysis techniques using instrument testing, classic assumption test, linear regression, F test, t test, determination (R2). Results F test is celebrity endorsement, product variation and brand image simultaneously and significantly influence the purchasing decisions of Rabbani products in Surakarta city with Fcount 47.681> Ftable 2.70 and significant value 0.000 <0.05. Celebrity endorsement, product variation and brand image partially a significant and positive effect purchase decisions of Rabbani products in Surakarta.

scholarly journals Pengaruh Brand Image Terhadap Keputusan Pembelian yang di Mediasi Brand Trust

2020 ◽  
Vol 4 (1) ◽  
pp. 377-386
Author(s):  
Nur Aeni ◽  
Muhamad Ekhsan
Keyword(s):  
Quantitative Methods ◽  
Brand Image ◽  
Path Coefficient ◽  
Analysis Tool ◽  
Purchase Decisions ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Use Of The Internet ◽  
The Relationship

The use of the internet causes changes in people's behaviour in making buying decisions. Purchases are not only made in a particular store or place but can be purchased online. The purpose of this study was to determine whether brand image influences purchasing decisions mediated by the trust of the Wardah brand cosmetics. This study uses quantitative methods using SEM Smart PLS software as an analysis tool. The number of samples obtained using the Slovin formula using random sampling techniques, namely as many as 88 respondents. Data collection uses a Google form to fill out an online questionnaire. The data analysis method used was the R-square test, Bootstrap, path coefficient, and specific indirect effects. The results showed that brand image affects purchase decisions, brand image affects brand trust, brand trust affects purchase decisions, and brand trust affects the relationship between brand image and purchase decisions. Retailers who can maintain brand image and brand trust will be able to increase customer decisions to buy cosmetic products online.

scholarly journals Pengaruh Store Layout, Interior Display Dan Promosi Terhadap Keputusan Pembelian (Studi pada Mahahsiswa Fakultas Ekonomi dan Bisnis Universitas Mataram)

2021 ◽  
Vol 2 (2) ◽  
pp. 31-35
Author(s):  
Yaumil Akhiryananda
Keyword(s):  
Quantitative Research ◽  
Survey Methods ◽  
Primary Data ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Secondary Sources ◽  
Analysis Technique ◽  
The Face ◽  
Data Collection Technique

The purpose of this study was to find out the influence of store layouts, display interiors, and promotions on purchasing decisions at the Café On Students of the Faculty of Economics and Business, University of Mataram. This research is included in quantitative research with survey methods. The type of data in this study is quantitative data. Data sources or information are obtained from primary and secondary sources. The data collection technique used in this study is in the form of primary data obtained from the results of respondents' responses to a list of statements in the form of questionnaires distributed to respondents. The population used is the person who ernah buys at Kamila Caffe. The sample taken was 100 people from the Faculty of Economics and Business (S1 Management). The data analysis technique used in this study is regression analysis. The results showed that: (1) Store layout factors affect consumer purchasing decisions at Kamila Caffe Mataram, meaning that if the store layout is getting better then the purchase decision is increasing. (2) The interior factor of the display is influential in the face of consumer purchase decisions at Kamila Caffe Mataram, meaning that if the interior display is getting better then the purchase decision is increasing. (3) Promoosi factor affects the consumer purchase decision at Kamila Caffe Mataram, meaning that if the promotion is getting better then the purchase decision is increasing

Harga, Brand Image, Dan Atribut Produk Serta Pengaruhnya Terhadap Keputusan Pembelian Smartphone Berbasis Android

Liquidity ◽  
2017 ◽  
Vol 5 (2) ◽  
pp. 145-154
Author(s):  
Siti Maryama ◽  
Yayat Sujatna
Keyword(s):  
Decision Analysis ◽  
Brand Image ◽  
Purchase Decision ◽  
Reliability Test ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Product Attributes ◽  
Analysis Technique ◽  
Regular Students

The purpose of this study is to: (1) analyze the influence of brand image on purchase decisions android smartphone; (2) analyze the effect of price on purchase decisions android smartphone; and (3) analyze the influence of product attributes on purchase decisions android smartphone; (4) analyzing the influence of brand image, price, and product attributes together on purchasing decisions android smartphone. The method used is descriptive-quantitative. Place of research on campus of STIE Ahmad Dahlan Jakarta with a sample of the regular students majoring in management and accounting. Slovin sample is determined by the formula. The research variables teridiri of Price, Brand Image, Product Attribute, and Purchase Decision. Analysis technique using classical assumption, F test, t test. Previous research instruments testing using validity and reliability test. The results of these empirically concluded that: (1) the price sginifikan influence on purchasing decisions android smartphone; (2) brand image significantly influence purchasing decisions android smartphone; (3) product attributes significantly influence purchasing decisions android smartphone; and (4) the fourth brand image, price, and product attributes together significantly influence purchasing decisions android smartphone. The posibble reason are discussed in this article.

scholarly journals The Effect of Brand Image and Price on Product Purchase Decisions at the Sewing House Akkhwat Makassar

2021 ◽  
Vol 2 (2) ◽  
pp. 57
Author(s):  
Hasmiati Hasmiati ◽  
Ilham Thaief ◽  
Muhammad Hasan ◽  
Muhammad Dinar ◽  
Rahmatullah Rahmatullah
Keyword(s):  
Regression Analysis ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Descriptive Research ◽  
Analysis Technique ◽  
Quantitative Descriptive ◽  
Interview Questionnaire

This study aims to determine the effect of brand image and price on product purchase decisions at the Sewing House of Akhwat Makassar. This research is categorized as a type of quantitative descriptive research. The population in this study were all consumers who purchased products at the Makassar Sewing House in July 2019 as many as 101 consumers. Sampling was done by means of purposive sampling of 50 consumers. The method of data collection was done by using interview, questionnaire and documentation techniques. The analysis technique used is multiple linear regression analysis using SPSS 16.0 software. The results showed that the variables of brand image and price partially had a positive and significant effect on product purchasing decisions at the Sewing House for Women in Makassar. Simultaneously, there is a positive and significant influence between brand image and price variables on product purchasing decisions at the Sewing House for Women in Makassar.

scholarly journals Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia

2021 ◽  
Vol 2 (1) ◽  
pp. 1-5
Author(s):  
Muhammad Fauzi Amrullah
Keyword(s):  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Analysis Technique ◽  
Regression Test ◽  
Celebrity Endorser

This study aims to examine the influence of the variables Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. This research is a causal quantitative research and data collection tools using a closed questionnairevia google form. The population in this study were Indonesians who shop using Shopee and the number of samples in this study were 80 people. The sampling technique used in this reseach isnon-probability sampling with purposive sampling method. The analysis used is multiple linear regression test. The data analysis technique uses the IBM SPSS version 21 program.The results of the analysis show that the variables of Celebrity Endorser, Brand Image, and Electronic Word of Mouth have a positive and significant effect on Purchasing Decisions on Shopee e-commerce users in Indonesia and the coefficient of determination (R2) by 0.603 or 60.3%.

scholarly journals Pengaruh Celebrity Endorser dan Label Halal terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Kota Lhokseumawe

2021 ◽  
Vol 6 (1) ◽  
pp. 1-11
Author(s):  
Fuadi ◽  
Munandar ◽  
Khairawati ◽  
Miftahul Jannah Muhammad
Keyword(s):  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Primary Data ◽  
Purchase Decisions ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Cosmetic Product ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

Abstract This study aims to determine how much influence celebrity endorsers and halal labels have on purchasing decisions for Wardah cosmetic products in Lhokseumawe City. This study uses primary data obtained by distributing questionnaires to 100 respondents selected using the Accidental sampling technique. The data analysis method used is multiple linear regression analysis. The results simultaneously and partially show that celebrity endorsers and halal labels significantly influence purchase decisions for Wardah cosmetic products in Lhokseumawe City. Result of the research shown that simultaneously give significant effect to buyer decision Wardah cosmetic product in Lhokseumawe City and has result F-statistic > F-table (373,379 > 2,31) and has positive relation. While partially celebrity endorser gave positive and siginificant effect to buyer decision with result T-statistic > T-table (3,090 > 1.66). and halal label also gave positive and significant effect to buyer decision Wardah Cosmetic Product in Lhokseumawe City with T-statistic > T-table (13,194 > 1,66).   Keywords: Celebrity endorser, Halal label, Purchase decision.     Abstrak Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh celebrity endorser  dan label halal terhadap keputusan pembelian produk kosmetik wardah di Kota Lhokseumawe. Penelitian ini menggunakan data primer yang diperoleh melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan tekhnik Accidental sampling. Metode analisis data yang digunakan adalah metode analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa secara simultan berpengaruh signifikan terhadap keputusan pembelian produk kosmetik wardah Di Kota Lhokseumawe dan memiliki nilai F-statistik > F-tabel (373,379 > 2,31) dan memiliki hubungan positif. Sedangkan secara parsial celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai T-statistik > T-tabel (3,090 > 1,66). Dan label halal juga berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik wardah Di Kota Lhokseumawe dengan nilai T-statistik > T-tabel (13,194 > 1,66). .

The Influence of E-WOM and Celebrity Endorser on Instagram on Ortuseight Shoes Purchase Decisions

2021 ◽  
Vol 4 (3) ◽  
pp. 149-155
Author(s):  
Dwi Indah Kinanti ◽  
Anindita Lintangdesi Afriani
Keyword(s):  
Social Media ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Digital Marketing ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Analysis Techniques ◽  
Celebrity Endorser ◽  
Source Of Information ◽  
Celebrity Endorsers

The development of technology and information is increasingly advanced and rapid, making it easy for people to access the internet looking for various kinds of information. One source of information that is often accessed is social media, especially social media Instagram. The rise of the user's social media especially instagram provides opportunities that can be exploited for employers to do digital marketing, as did Ortuseight. Ortuseight is a local brand that was founded in 2018, with a focus on selling futsal and football shoes. Ortuseight promotes its products through e-wom which utilizes Instagram media and uses celebrity endorsers to give trust to consumers. The purpose of this study is analyze the influence of e-wom and celebrity endorsers on purchasing decisions shoes Ortuseight. This research method uses a quantitative approach, with multiple linear regression analysis techniques. Data collection for distributing questionnaires via google form to 50 people who have purchased  Ortuseight shoes. The results of this study include: 1) e-wom partially has a significant effect on purchasing decisions; 2) celebrity endorsers partially do not affect purchasing decisions; 3) electronic word of mouth and celebrity endorser simultaneously have a positive and significant effect on purchasing decisions. This research concludes that simultaneously the e-wom and celebrity endorser variables have a positive and significant effect on purchasing decisions. However, a partially e-wom variable has a positive and significant influence on purchasing decisions.   Keywords: e-wom, celebrity endorser, purchase decision, ortuseight.

scholarly journals The Effect of Stand Location and Booth Design on Purchase Decisions Through Positive Emotion

SENTRALISASI ◽  
2021 ◽  
Vol 10 (2) ◽  
pp. 159
Author(s):  
Laily Muzdalifah ◽  
Ayu Lucy Larassaty ◽  
Umniyah Mar’atun Sholichah
Keyword(s):  
Quantitative Research ◽  
Positive Emotion ◽  
Positive Emotions ◽  
Sampling Method ◽  
Observation Data ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Analysis Technique ◽  
Descriptive Approach ◽  
Data Collection Technique

This study is aimed to determine the effect of stand location and booth design on purchasing decisions through positive emotion. This research is a quantitative research using descriptive approach. The research sample is 100 respondents. The research setting is at wedding events that held in Icon Mall Gresik, MOG Malang and CITO Surabaya. The sample was taken by accidental sampling method, while the data collection technique used a questionnaire, documentation and observation. Data analysis technique using Path Analysis. The results shows that; 1) Stand location had an effect on positive emotion, 2) Booth design had an effect on positive emotion, 3) Positive emotion had an effect on purchasing decisions, 4) Stand location had an effect on purchasing decisions, 5) Booth design had an effect on purchasing decisions, 6) Stand location affects the purchasing decisions through positive emotions, 7) Booth design affects purchasing decisions through positive emotions.

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