scholarly journals The Influence of Celebrity Endorser, Brand Image, and Brand Trust on Consumer Purchasing Decisions of Nike Brand Sport Shoes In Surabaya

2019 ◽  
Vol 1 (1) ◽  
pp. 208-218
Author(s):  
Prananda Yudhistira Putra ◽  
Soebandhi Ningrum
Keyword(s):  
Quantitative Research ◽  
Brand Image ◽  
Hypothesis Test ◽  
Test Reliability ◽  
Purchase Decision ◽  
Brand Trust ◽  
Purchasing Decisions ◽  
Research Population ◽  
Celebrity Endorser ◽  
Sports Shoes

This study aims to analyze the influence of celebrity endorser, brand image, and brand trust on consumer purchasing decisions for Nike Brand Sports Shoes in Surabaya. This research is quantitative research. Population and sample based on questionnaire distribution to consumers who have already bought and used Nike brand sports shoes in Surabaya were taken as many as 180 respondents. Data collection techniques using interviews, observation and questionnaires. The data analysis used is validity test, reliability test, classic assumption test, multiple linear analysis test and hypothesis test. Research results of variable celebrity endorser, brand image and brand trust have a significant simultaneous effect partially on the purchase decision of Nike brand sports shoes in Surabaya where a significant value is smaller than 0.05.

scholarly journals THE EFFECT OF BRAND IMAGE AND BRAND TRUST ON CUSTOMER LOYALTY IN THE CAMEL BRAND ACTIVE SHOES AT SOGO TUNJUNGAN PLAZA IV SURABAYA

2019 ◽  
Vol 1 (2) ◽  
pp. 221-224
Author(s):  
Diana Deta Sari ◽  
Sengguruh Nilowardono ◽  
Ani Wulandari
Keyword(s):  
Data Collection ◽  
Customer Loyalty ◽  
Quantitative Research ◽  
Brand Image ◽  
Hypothesis Test ◽  
Linear Analysis ◽  
Test Reliability ◽  
Reliability Test ◽  
Brand Trust ◽  
Research Population

ABSTRACT This study aims to analyze the effect of brand image and brand trust on customer loyalty in the Camel brand Active Shoes at Sogo Tunjungan Plaza IV Surabaya. This research is quantitative research. Population and sample based on questionnaire distribution to consumers who have made a repeat purchase, have had it before, and visited the Camel brand Active Shoes product site at Sogo Tunjungan Plaza IV Surabaya many as 160 respondents. Furthermore, there are three variables used in this study, namely : brand image (X1), brand trust (X2), and customer loyalty (Y). The results show that the variable brand image (X1) has a significant effect partially on customer loyalty, while the variable brand trust (X2) has a significant effect partially on customer loyalty. Research the results variables brand image and brand trust have a significant effect simultaneously on customer loyalty in the Camel brand Active Shoes at Sogo Tunjungan Plaza IV Surabaya. Data collection techniques using interviews, observation and questionnaires. Analysis of the data used is validity test, reliability test, classic assumption test, multiple linear analysis test and hypothesis test. 

scholarly journals The Influence of Brand Image, Service Quality, Price Perception and Trust on the Purchase Decision of Welding Workshop Welding Www.Kanopirumah.Com

2020 ◽  
Vol 2 (1) ◽  
pp. 17
Author(s):  
Juhaeri Juhaeri
Keyword(s):  
Service Quality ◽  
Quantitative Research ◽  
Brand Image ◽  
Hypothesis Test ◽  
T Test ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Literature Study ◽  
Price Perception ◽  
Price Perceptions

Www.kanopirumah.com is a business that is engaged in the welding workshop business. To determine the effect of brand image on purchasing decisions, service quality on purchasing decisions, price perceptions of purchasing decisions, trust in purchasing decisions, and to know together with the influence of a brand image, service quality, price perceptions and trust in purchase decisions for welding shop services www.kanopirumah.com. This research is quantitative research. The population in this study are consumers who conduct transactions at the welding workshop www.Kanopirumah.Com. in this study as many as 100 consumers. Data collection methods in this research are observation, documentation study, and literature study. The method of data analysis is a simple linear regression test, product-moment correlation test, determination test, and hypothesis test (t-test). Data processing using Statistical Social Science Program (SPSS) version 22.00. The results showed that (1) Brand image influenced purchasing decisions with a t-test value of 2.329, sig. 0.022 <α = 0.05, thus proving the hypothesis that the brand image influences the purchase decision. (2) Quality of service influences purchasing decisions with a t-test value of 2.277, sig. 0.025 <α = 0.05, thus proving the hypothesis that service quality affects the purchasing decision. (3) Price perception influences purchasing decisions with a t-test value of 3.093, sig. 0.003 <α = 0.05, thus proving the hypothesis that price perception influences the purchase decision. (4) trust influences purchasing decisions with a t-test value of 3.215, sig. 0.002 <α = 0.05, thus proving the hypothesis that states' trust has an effect on purchasing decisions. (5) Brand image, service quality, price perception, and trust affect purchasing decisions.

scholarly journals PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 8 (1) ◽  
pp. 25
Author(s):  
Cornelia Dumarya Manik ◽  
Anthony Salim ◽  
Sugiyarto Sugiyarto
Keyword(s):  
Linear Regression ◽  
Correlation Coefficient ◽  
Regression Coefficient ◽  
Brand Image ◽  
Hypothesis Test ◽  
Strong Relationship ◽  
Test Reliability ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Regression Test

ABSTRAK Penelitian ini bertujuan untuk mengetahui citra merek dan promosi obat paten Antibiotik Kimoxil pada outlet-outlet Apotek Kimia Farma di wilayah Jakarta Selatan khususnya Unit Bisnis Manajer Jaya 1 yang menaungi 32 (Tiga Puluh Dua) Apotek. Serta untuk mengetahui pengaruh antara citra merek dan promosi terhadap keputusan pembelian obat paten Antibiotik Kimoxil pada outlet-outlet Apotek Kimia Farma di wilayah Jakarta Selatan. Jenis penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah seluruh dokter yang berpraktek di apotek Kimia Farma yang berada di wilayah jakarta selatan. Sampel yang digunakan dalam penelitian ini sebanyak 90 responden. Teknik pengumpulan data pada penelitian ini dengan cara kuesioner, dan teknik analisis data dengan uji validitas (uji normalitas, uji heteroskedastisitas, uji multikloinearitas, uji auto korelasi), uji reabilitas, uji asumsi klasik, uji regresi linear sederhana, uji regresi linear berganda, uji koefisien determinasi, uji koefisien korelasi, uji hipotesis parsial dan uji simultan. Hasil penelitian menunjukkan bahwa Citra Merek terbukti berpengaruh positif signifikan terhadap Keputusan Pembelian produk Kimoxil. Hal ini dapat ditunjukkan oleh nilai koefisien regresi sebesar 0,330, nilai thitung sebesar 3,868 lebih besar dari 1,662 dan nilai signifikansi sebesar 0,000 lebih kecil dari 0,05. Promosi terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dalam hal ini dapat ditunjukkan oleh nilai koefisien regresi sebesar 0,569, nilai thitung sebesar 3,858 (3,858 > 1,662) dan nilai signifikansi sebesar 0,000 lebih kecil dari 0,05 (0,000 < 0,05). Nilai koefisien korelasi juga menunjukkan bahwa nilai korelasi antara variabel Citra Merek dengan Keputusan Pembelian sebesar 0,634 masuk pada kategori “kuat”. Sedangkan nilai korelasi antara Promosi dengan Keputusan Pembelian sebesar 0,634 dan masuk pada kategori kuat. Dengan kata lain, terdapat hubungan yang kuat antara variabel Citra Merek dan Promosi terhadap Keputusan Pembelian. Kata kunci : Citra Merek, Promosi, Keputusan Pembelian ABSTRACT This study aims to determine the brand image and promotion of the patent drug Kimoxil Antibiotics at Kimia Farma Pharmacy outlets in the South Jakarta area, especially the Jaya 1 Manager Business Unit which houses 32 (Thirty Two) Pharmacies. As well as to determine the effect of brand image and promotion on purchasing decisions for Kimoxil Antibiotics patent drugs at Kimia Farma Pharmacy outlets in South Jakarta. This type of research is quantitative research. The population in this study were all doctors practicing at Kimia Farma pharmacy located in South Jakarta. The sample used in this study were 90 respondents. The data collection technique in this research is by means of a questionnaire, and data analysis techniques with validity test (normality test, heteroscedasticity test, multicloinearity test, auto correlation test), reliability test, classic assumption test, simple linear regression test, multiple linear regression test, test determination coefficient, correlation coefficient test, partial hypothesis test and simultaneous test. The results showed that the brand image proved to have a significant positive effect on purchasing decisions for Kimoxil products. This can be indicated by the regression coefficient value of 0.330, the tcount value of 3.868 is greater than 1.662 and the significance value of 0.000 is less than 0.05. Promotion is proven to have a positive and significant effect on purchasing decisions, in this case it can be shown by the regression coefficient value of 0.569, the t-count value of 3.858 (3.858> 1.662) and the significance value of 0.000, which is smaller than 0.05 (0.000 <0.05). The correlation coefficient value also shows that the correlation value between the Brand Image variable and the Purchase Decision is 0.634 in the "strong" category. Meanwhile, the correlation value between Promotion and Purchase Decision is 0.634 and is in the strong category. In other words, there is a strong relationship between Brand Image and Promotion variables on Purchasing Decisions. Keywords: brand image, promotion, purchasing decisions

scholarly journals Effect of Marketing Mix and Product Quality on Purchase Decision to the Spesial Sb Packaging Beef Meatball through Brand Image and Purchase Intention

2019 ◽  
Vol 6 (2) ◽  
pp. 86
Author(s):  
Wahyu Mega Kurnianto ◽  
Sylvia Sari Rosalina ◽  
Nurminingsih Nurminingsih
Keyword(s):  
Product Quality ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Sampling Technique ◽  
Total Sample ◽  
Marketing Mix ◽  
Purchase Decision ◽  
The People ◽  
Research Population

This research aims to analyze the effect of marketing mix on brand image of the Spesial SB packaging beef meatball, analyze the effect of product quality on brand image of the Spesial SB packaging beef meatball, analyze the effect of brand image on purchase intention to the Spesial SB packaging beef meatball, and to analyze the effect of purchase intention on purchase decision to the Spesial SB packaging beef meatball. This research is quantitative research that applies an associative descriptive approach. The research population is the people of Halim Perdanakusuma Village of East Jakarta who once consumed the Spesial SB packaging beef meatball with a total sample of 190 people. The research sampling was carried out using incidental sampling technique. The data collection was performed by distributing questionnaires and conducting interviews. The data were analyzed using SEM-PLS 2 and SPSS. The analysis results showed that marketing mix has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, product quality has a positive and significant effect on brand image of the Spesial SB packaging beef meatball, the brand image has a positive and significant effect on purchase intention of the Spesial SB packaging beef meatball, and purchase intention has a positive and significant effect on purchase decision the Spesial SB packaging beef meatball.

scholarly journals TANGGAPAN PERUSAHAAN TERHADAP KOMPETENSI MAHASISWA JOB TRAINING JURUSAN ADMINISTRASI NIAGA POLITEKNIK NEGERI JAKARTA

Epigram ◽  
2018 ◽  
Vol 14 (2) ◽  
Author(s):  
Tuti Hartati ◽  
Mawarta Onida Sinaga ◽  
Amanda Fidienna Putri ◽  
Inna Sifatun Nazah
Keyword(s):  
Research Method ◽  
Hypothesis Test ◽  
Significance Test ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Simple Correlation ◽  
Correlation Test ◽  
Linearity Test

AbstractThe Influence of Celebrity Brand Ambassador Credibility against Wardah's Purchase Decision. Wardah ad version of Dewi Sandra. Economics and Business Faculty. State Islamic University of Syarif Hidayatullah Jakarta 2017. This study aims to determine and analyze the influence of the credibility of Dewi Sandra as a celebrity brand ambassador against consumer purchasing decisions on Wardah cosmetic products. The research method used is quantitative research method. The results of the analysis are presented in the form of numbers then explained and interpreted in a description. There are 100 samples used in this study, which is a student of Faculty of Economics and Business. State Islamic University Syarif Hidayatullah Jakarta who had bought and used Wardah beauty products. In this research used 2 variables namely credibility brand ambassador as independent variable and purchase decision as dependent variable. Data analysis in this research use validity test, reliability test, normality test, linearity test and hypothesis test consisting of simple linear regression test, simple correlation test, coefficient of determination test (R2), and T significance test. Data processing in this research is assisted By SPSS version 24.00 for windows. The results of this study indicate on the simple correlation test (R2) that brand ambassador credibility has an influence of 25.9% on purchasing decisions, while the remaining 74.1% of consumer purchasing decision making process influenced by other variables not examined in this study .Keywords: brand ambassador credibility, purchase decision, WardahAbstrakPengaruh Kredibilitas Brand ambassador Selebriti terhadap Keputusan Pembelian produk Wardah. Iklan Wardah versi Dewi Sandra. Fakultas Ekonomi dan Bisnis. Universitas Islam Negeri Syaarif Hidayatullah Jakarta 2017. Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh kredibilitas Dewi Sandra sebagai brand ambassador selebriti terhadap keputusan pembelian konsumen pada produk kosmetik Wardah. Metode penelitian yang digunakan adalah metode penelitian kuantitatif. Hasil analisis disajikan dalam bentuk angka-angka kemudian dijelaskan dan diinterpretasikan dalam suatu uraian. Terdapat 100 sampel yang digunakan dalam penelitian ini, yang merupakan mahasiswi Fakultas Ekonomi dan Bisnis. Universitas Islam Negeri Syaarif Hidayatullah Jakarta yang pernah membeli dan menggunakan produk kecantikan Wardah. Dalam penelitian ini digunakan 2 variabel yaitu kredibilitas brand ambassador sebagai variabel bebas dan keputusan pembelian sebagai variabel terikat. Analisis data pada penelitian ini menggunakan uji validitas, uji reliabilitas, uji normalitas, uji linearitas dan uji hipotesis yang terdiri dari uji regresi linear sederhana, uji korelasi sederhana, uji koefisien determinasi (R2), dan uji signifikansi T. Pengolahan data pada penelitian ini dibantu oleh program SPSS versi 24.00 for windows. Hasil penelitian ini menunjukkan pada uji korelasi sederhana (R2) bahwa kredibilitas brand ambassadormemiliki pengaruh sebesar 25,9% terhadap keputusan pembelian, sedangkan sisanya yaitu 74,1% proses pengambilan keputusan pembelian konsumen dipengaruhi oleh variabel-variabel lainnya yang tidak diteliti dalam penelitian ini.Kata Kunci: Kredibilitas Brand Ambassador, Keputusan Pembelian, Wardah

scholarly journals PENGARUH BRAND IMAGE , GAYA HIDUP, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN CAFÉ TIGA TJERET DI SURAKARTA

2019 ◽  
Vol 3 (01) ◽  
Author(s):  
Rendika Putri Kartika ◽  
Ida Aryati ◽  
Rochmi Widayanti
Keyword(s):  
Regression Analysis ◽  
Quantitative Research ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Coefficient Of Determination ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Dominant Influence

The purpose of this research aims to find out and explain the simultaneous and partial influence of brand image, lifestyle, and location on the purchasing decisions of the three tjeret café in Surakarta. This research uses descriptive quantitative research design. The population of all visitors to café Tiga Tjeret and having samples using the Sugiyono formula is 100 respondents. The sampling technique uses incidental sampling, a questionnaire used for data collection of multiple linear regression analysis. The results of this study indicate that the test f brand image, lifestyle and location simultaneously and significantly influence the purchasing decision of the café three tjeret in Surakarta. The results of the t test show that the brand image, lifestyle and location have a positive and significant effect on the purchasing decisions of the three tjeret café in Surakarta. The results of the coefficient of determination (R2) show that brand image, lifestyle and location have an effect of 60.9% on the purchasing decisions of the three teretas café in Surakarta. The dominant influence in café three tjeret purchasing decisions is that lifestyle variables have a t count of 10, 423. Keywords: Brand image, Lifestyle, Location, Purchase decision.

scholarly journals PENGARUH LIFE STYLE, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERSONAL CARE DI PT EASTON KALERIS INDONESIA CABANG PADANG (Studi pada mahasiswa STIE “KBP’ Padang)

2019 ◽  
Author(s):  
Reni Febriani ◽  
Febsri Susanti
Keyword(s):  
Life Style ◽  
Quantitative Research ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Personal Care ◽  
Purchasing Decisions ◽  
Personal Care Product ◽  
Care Product ◽  
Regression Test

The purpose of this study is to find out how the influence of life style, brand image and promotion of purchasing decision of personal care product in Pt Easton Kaleris Indonesia branch of Padang. The research method used is quantitative research. The sampling technique used is the sample size technique is purposive sampling. So from the population is taken a sample of 100 respondents. Data analysis techniques used are validity test, classical assumption test, multiple linear regression test, F test and T test. Based on multiple regression analysis, life style, brand image and promotion toward personal care product purchase decision in PT Easton Kaleris Indonesia. From the results of persial emerged life style and brand image significantly influence purchasing decisions, the value of significance produced &lt; 0.005. While the promotion variable does not affect the purchase decision because the value of significance is generated&gt; 0.005.

scholarly journals THE USE OF BRAND IMAGE CELEBRITY ENDORSER OF LUWAK WHITE COFFEE TO INCREASE THE PROFIT

2018 ◽  
Vol 1 (2) ◽  
pp. 195-203
Author(s):  
Putra Chairy ◽  
Adriansyah Adriansyah
Keyword(s):  
Brand Image ◽  
Hypothesis Test ◽  
Positive Influence ◽  
T Test ◽  
Purchase Decision ◽  
Decision Variable ◽  
Coffee Shop ◽  
Purchasing Decision ◽  
Celebrity Endorser ◽  
The Impact

This study aims to analyze the influence of celebrity endorser, and brand image of purchase decisions on Luwak White Coffee customers. Purchasing decision is an important thing to do a company to find out how much consumer buying interest in Luwak White Coffee products with the added celebrity endorser. One way to gain competitive advantage in improving purchasing decisions is to form a good brand image in the eyes of consumers and easy to remember always. Data used in this study obtained from a questionnaire conducted in primary and some observation and direct interview with loyal customers Luwak White Coffee in Coffee shop Aceh Medan 2018. The analysis technique used is multiple regression using hypothesis test, that is F test and t test. This research can be concluded based on statistic test that variable celebrity endorser , and brand image together have a positive influence on the purchase decision variable. Based on the t test, celebrity endorser, and brand image positively and significantly affects the purchasing decision. From this research obtained Adila R square (R2) value of 0,75,8 (75,5%) which means that the combination of celebrity endorser and brand image can explain the impact on the purchase decision which increase and the rest is influenced by other variable equal to 24,5 %.

scholarly journals The influence of Price, Innovation, and Brand Image on Purchase Decision

2021 ◽  
Vol 6 (3) ◽  
pp. 23-28
Author(s):  
Alwa Pascaselnofra Amril
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Correlation Analysis ◽  
Significant Influence ◽  
Brand Image ◽  
Hypothesis Test ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Purchase Decision ◽  
Purchasing Decisions

This study aims to determine how big the influence of price, innovation and brand image partially or jointly on purchasing decisions. The method of data collection was through questionnaires with a sample of 95 students from the Faculty of Economics, Universitas Negeri Padang, Department of Management. The method used is multiple regression analysis. The results of the correlation analysis test show that there is a significant relationship between price, innovation and brand image on purchasing decisions for LENOVO products. The results of the multiple linear regression analysis were obtained: (a) There is a negative and significant effect between price on purchasing decisions, as evidenced by the value of t-statistic < t-table (-2.627 < 1.986). (b) There is a positive and significant influence between innovation on purchasing decisions, as evidenced by the value of t-statistic > t-table (4.494 > 1.986). (c) There is a significant influence between brand image on purchasing decisions, as evidenced by the value of t-statistic > t-table (4.631 > 1.986). Then based on the joint hypothesis test (F test) it can be seen that the value of F-statistic > F-table (21.902 > 2.70). So the author concludes that price, innovation and brand image have a significant effect on purchasing decisions and the result of Determination (R2) the value is 0.419 this shows that the contribution of the influence of the variables studied in this study is 41.9% and the remaining 58.1% is influenced by the variables others outside of this study.

PENGARUH CITRA MERK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO

2017 ◽  
Vol 5 (3) ◽  
Author(s):  
Imam Wibowo, M.Si ◽  
Ratih Dwi Pratiwi
Keyword(s):  
Product Quality ◽  
Significant Influence ◽  
Quantitative Research ◽  
Sampling Method ◽  
Brand Image ◽  
Survey Method ◽  
Purchase Decision ◽  
Purposive Sampling ◽  
Quality Product ◽  
Research Population

This research aimed to analyze the influence of a brand image and quality product on purchase decision of Yamaha Mio motorcycle partially and simultanously. This was a quantitative research by a survey method. The research population were users of Yamaha Mio motorcycle. Sample taking technique used a purposive sampling method with samples numbered 100 respondent. Based on regression analyze, The research results showed that brand image positively and significant influence a purchase decision of Yamaha Mio motorcycle, and product quality positively and significant influence a decision purchase of Yamaha Mio. Brand image and product quality simultanously positively and significant influence purchase decision of Yamaha Mio motorcycle.

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