PENGARUH  CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN LUWAK WHITE KOFFIE

This study aims to determine the effect of Celebrity Endorser and Brand Image on the Purchase Decision of Luwak White Koffie at Pemalang Rice Stalls. This research was conducted on Luwak White Koffie consumers, the sample used was 55 consumers. Hypothesis testing uses validity and reliability, normality test, multicollinearity test, heteroscedasticity test and autocorelas test. The analysis used is regression and correlation analysis, Determination of the t test and f test, based on the results of data analysis and discussion, partially celebrity endorser has an insignificant and positive effect on purchasing decisions with a tcount of 0.386 indicating that a significance level of 0.701> 0.05 and tcount 0.386 <t table 2.007, brand image partially significant and positive effect with tcount of 2.219 indicates that the significance level of 0.031 <0.05 and tcount of 2.219> t table 2.007. the coefficient of determination of 0.122 means the percentage contribution of the influence of variable X to Y by 12.2% while the remaining 87.8% is influenced by other variables.

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Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear

JURNAL ADMINISTRASI BISNIS ◽

10.35797/jab.8.1.2019.23499.44-54 ◽

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.

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ANALISIS CITRA NEREK, POSITIONING PRODUK DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BAJU THE EXECUTIVE DI SOLO PARAGON MALL

JURNAL ILMIAH EDUNOMIKA ◽

10.29040/jie.v3i02.611 ◽

2019 ◽

Vol 3 (02) ◽

Author(s):

Fitrysia Hanggraini ◽

Ida Aryati ◽

Rochmi Widayanti

Keyword(s):

Regression Analysis ◽

Brand Image ◽

Sampling Technique ◽

Descriptive Statistics ◽

Coefficient Of Determination ◽

Purchasing Decisions ◽

Validity And Reliability ◽

Product Positioning ◽

Clothing Store ◽

Positive Effect

The goal of this study is the quality of brand image, positioning product, products, and lifestyle locations for clothing store the executive di solo paragon mall. The population in this study were consumers who bought products from The Executive at Solo Paragon Mall. The sampling technique uses accidental sampling, ie sampling is done by giving a questionnaire to get a sample based on the users of the product from The Executive who were met at the time of the research, which was taken from the research area. The data analysis method used in this study is descriptive statistics all analysis and regression analysis. Descriptive statistics of all analyzes, all interpretations, data obtained, and results of data processing carried out, carried out with explanations, explanations, and explanations. Regression analysis includes validity and reliability testing, classic assumption test, multiple regression analysis, determination test, t test, and l test. The results of the F test show that brand image, product positioning, and lifestyle have a simultaneous effect on purchasing decisions at the executive clothing store at the paragon mall solo. Brand image has a positive effect on purchasing decisions at the executive clothing store at Paragon Mall. Positioning products have a positive effect on purchasing decisions at the executive clothing store in Paragon. Lifestyle has a positive effect on purchasing decisions at the executive clothing store in Paragon. The results of the coefficient of determination of the results of analysis of multiple linear calculations can be seen that the number of adjustments R2 obtained is 0,63,2 or 63,2%. This shows that brand image, product positioning, and lifestyle have an influence on purchasing decisions in the executive store at the paragon mall solo.

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Pengaruh Citra Merek Terhadap Keputusan Pembelian Pada PT Astra International, Tbk Toyota Auto 2000 Bumi Serpong Damai

Jurnal Al Azhar Indonesia Seri Ilmu Sosial ◽

10.36722/jaiss.v1i2.470 ◽

2020 ◽

Vol 1 (2) ◽

pp. 111

Author(s):

Cornelia Dumarya Manik

Keyword(s):

Brand Image ◽

Hypothesis Test ◽

Coefficient Of Determination ◽

Purchase Decision ◽

Purchasing Decisions ◽

Validity And Reliability ◽

Brand Association ◽

Image Variables ◽

The Relationship

Abstrak - Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra merek terhadap keputusan pembelian pada PT. Astra International, Tbk-Toyota Auto 2000 cabang Bumi Serpong Damai. Penelitian ini dilaksanakan di PT. Astra International, Tbk-Toyota Auto 2000 cabang Bumi Srpong Damai. Model penelitian yang digunakan yakni dengan metode observasi, wawancara, kuesioner dan studi kepustakaan yang dilakukan secara sistematik berdasarkan tujuan penelitian. Metode penelitian ini menggunakan metode kuantitatif, asosiatif dengan populasi dalam penelitian ini adalah pelanggan yang melakukan service berkala pada PT. Astra International, Tbk-Toyota Auto 2000 cabang Bumi Serpong Damai, dalam waktu 5 ( lima ) tahun yaitu sebanyak 624 pelanggan. Metode penarikan sampel menggunakan rumus Slovin didapat sebanyak 86 responden. Metode analisis dalam pengolahan data adalah uji validitas dan reliabilitas, uji regresi linear sederhana, koefisien determinasi, uji hipotesis (uji-t), dan uji korelasi pearson product moment untuk mengetahui seberapa besar pengaruh citra merek terhadap keputusan pembelian mobil Toyota Yaris. Berdasarkan hasil penelitian dan pembahasan diperoleh hasil, bahwa terdapat pengaruh hubungan positif antara citra merek terhadap keputusan pembelian sebesar 0,602 sehingga adanya hubungan antara citra merek terhadap keputusan pembelian, dari hasil regresi lienar sederhana dapat dilihat persamaan yang bernilai y=16.546+0,583X. Yang memiliki arti bahwa variabel citra merek berpengaruh positif terhadap keputusan pembelian konsumen, dari hasil uji determinasi sebesar 0,362. Hal ini menunjukkan bahwa sebesar 36,2% Keputusan Pembelian konsumen terhadap pembelian mobil Toyota Yaris dipengaruhi oleh variasi dari ketiga variabel independen, yaitu keunggulan asosiasi merek, kekuatan asosiasi merek, keunikan asosiasi merek, Sedangkam sisanya sebesar 63,8% dipengaruhi oleh variabel-variabel lainnya yang tidak diteliti. Hasil t hitung adalah 6,907 lebih besar dari t tabel yaitu 1,9886. Oleh karena itu t-hitung lebih kecil daripada t-tabel, maka H0 ditolak dan Ha≠0 diterima. Ini menunjukkan bahwa antara pengaruh citra merek terhadap keputusan pembelian terdapat pengaruh yang signifikan.Kata Kunci : Citra merek, Keputusan Pembelian. Abstract - This research was conducted on PT. Astra International, Tbk-Toyota Auto 2000 branch of Bumi Serpong Damai. The research model used is the method of observation, interviews, questionnaires and literature studies conducted systematically based on research objectives. This research method using quantitative method, associative with population in this research is customer who do periodical service on PT. Astra International Tbk-Toyota Auto 2000 branch Bumi Serpong Damai, within 5 (five) years as many as 624 customers. Sampling method using Slovin formula obtained as many as 86 respondents. Method of analysis in data processing is test of validity and reliability, simple linear regression test, coefficient of determination, hypothesis test (t- test), and Pearson product moment correlation test to find out how much the influence of the brand image of Toyota Yaris car purchase decision. Based on the results of research and discussion obtained the results, that there is influence positive relationship between the brand image to purchase decision of 0.602 so that the relationship between the brand image of the purchase decision, from the results of simple lienar regression can be seen the equation y = 16,546 + 0,583X. Which means that brand image variables have a positive effect on consumer purchasing decisions, from the test determination of 0.362. This shows that 36,2% Consumer purchasing decision on Toyota Yaris car purchase is influenced by variation from three independent variables, namely the superiority of brand association, the strength of brand association, uniqueness of brand association, the remaining cages of 63,8% influenced by the variables others not examined. Result t count is 6,907 bigger than t table that is 1,9886. Therefore t-count is smaller than t-table, then H0 is rejected and Ha ≠ 0 is accepted. This shows that between the influence of brand image to purchase decision there is a significant influence.Keywords : Brand image, Purchase Decision.

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PENGARUH HARGA, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK OBAT BERMEREK PADA PT. BERNOFARM

Jurnal Manajemen Universitas Bung Hatta ◽

10.37301/jmubh.v16i1.18324 ◽

2021 ◽

Vol 16 (1) ◽

pp. 57-67

Author(s):

Sumiati Sumiati ◽

Deni Gea

Keyword(s):

Regression Analysis ◽

Brand Image ◽

Coefficient Of Determination ◽

Purchasing Decisions ◽

Testing Methods ◽

Significance Level ◽

Drug Products ◽

Branded Drug ◽

Normality Test

This study aims to examine how the Price, Brand Image and quality influence on purchasing decisions for branded drug products. This research was conducted at PT. Bernofarm Tbk Padang. The data used in this study came from the answer scores obtained for distributed questionnaires. The testing methods used in this study are normality test, multicollinearity test, heterokesidity test, multiple regression analysis, then use the statistical F test, the t statistic test and the coefficient of determination test (R2) with a significance level of 5%. The results of this study indicate that the price has a significant effect on purchasing decisions for branded drug products, Brand Image has a positive but not significant effect on purchasing decisions for branded drug products while the quality of the products has a positive but not significant effect on purchasing decisions for branded drug products.

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PENGARUH CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK INDOCAFE PADA PT PRIMA BINTANG DISTRIBUSINDO

Magisma: Jurnal Ilmiah Ekonomi dan Bisnis ◽

10.35829/magisma.v8i2.94 ◽

2020 ◽

Vol 8 (2) ◽

pp. 17-24

Author(s):

Iwan Upbatam ◽

Asron Saputra

Keyword(s):

Research Method ◽

Brand Image ◽

T Test ◽

Coefficient Of Determination ◽

Purchasing Decisions ◽

F Test ◽

Purchasing Decision ◽

Positive Effect

The purpose of this paper is to determine the effect of brand image and promotion on purchasing decisions PT prima brima distribusindo.The research was done by spreading the quaterner, while the research method using Non-probability Sampling.The t test shows that the magnitude of t for Brand Image (X1) is 2.062 and the value of t arithmetic for promotion (X2) is 11,574. all of which show larger than t table is 1,978. so the hypothesis that states brand image and promotion have a positive effect partially on purchasing decision at PT prima bintang distribusindo, F test, F calculated > F table or 69.690 > 2.67 or signification level (sig) 0.000 < 0.05 so that the hypothesis that states brand image and promotion together affect the purchasing decision at PT prima bintang distribusindo and coefficient of determination shows that brand image and promotion influence 51,9% to purchasing decision at PT. prima bintang distribusindo.

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The Effect of Service Quality and Price Strategy on Customer Satisfaction through Purchasing Decisions as an Intervening variable In 212 Mart Gowa, South Sulawesi Province

HASANUDDIN JOURNAL OF BUSINESS STRATEGY ◽

10.26487/hjbs.v2i2.328 ◽

2020 ◽

Vol 2 (2) ◽

pp. 11-22

Author(s):

Afra Nurul ◽

Otto Randa Payangan ◽

Muhammad Ismail

Keyword(s):

Customer Satisfaction ◽

Service Quality ◽

Coefficient Of Determination ◽

Price Strategy ◽

Pricing Strategies ◽

Purchasing Decisions ◽

Validity And Reliability ◽

Business World ◽

Retail Business ◽

Positive Effect

Along with the development of increasingly modern times, this has caused a lot of competition in the business world, including retail business. Every businessman needs to pay attention to the factors that influence customer purchasing decisions. The research objective is to determine the effect of service quality and pricing strategies on purchasing decisions, determine the effect of service quality and pricing strategies on customer satisfaction, determine the effect of purchasing decisions on customer satisfaction, to determine the effect of service quality and price strategies on customer satisfaction through purchasing decisions at 212 Mart Gowa The population in this study were all consumers who shop at 212 Mart Gowa determined as many as 100 respondents. Data collection techniques through observation, interviews, and questionnaires. While the data analysis technique uses validity and reliability, path analysis, hypothesis testing, and coefficient of determination. The results of the study found that service quality has a positive but not significant effect on purchasing decisions, price strategy has a positive effect but is not significant on purchasing decisions, service quality has a positive and significant effect on customer satisfaction, price strategy has a positive and significant effect on customer satisfaction, purchasing decisions have a positive effect and significant on customer satisfaction, service quality has a positive but not significant effect on customer satisfaction through purchasing decisions, and the price strategy has a positive but not significant effect on customer satisfaction through purchasing decisions on 212 Mart Gowa.

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Pengaruh Harga Terhadap Keputusan Pembelian Sepeda Motor Honda Vario Pada PT. Tridjaya Motor Manado

JURNAL ADMINISTRASI BISNIS ◽

10.35797/jab.9.1.2019.23528.28-34 ◽

2019 ◽

Vol 9 (1) ◽

pp. 28

Author(s):

Sondakh Kelvin Laurens ◽

Johnny A. F. Kalangi ◽

Olivia F. C. Walangitan

Keyword(s):

Quantitative Research ◽

Coefficient Of Determination ◽

Purchase Decision ◽

Test Results ◽

Purchasing Decisions ◽

Validity And Reliability ◽

Regression Test ◽

Data Validity ◽

Questionnaire Method

The purpose of this study is to know the price influence on the decision of Honda Vario Motor in PT. Tridjaya Motor Manado. By looking at this current competition sales are tight motorcycles. This type of research is quantitative research and method of collecting data using questionnaire method. And sampling method using purposive sampling. Data from the questionnaire method results are used to test the outcome of validity and reliability. Data validity test results are obtained by all valid question items. Data reliability test results are obtained by all reliable question items. Simple regression test results so that the coefficient is a positive value. The coefficient of determination of the determination test shows R Square to understand how large the free variables can influence the bound variables as well as to measure the magnitude X variable contributions to the variation (up downs) of the variable Y. And the result of determining coefficient of determination suggests that purchasing decisions are influenced by price. The purchase decision has a positive and significant effect on the price of Honda Vario which has been good to increase the consumer purchase decision of PT. Tridjaya Motor Manado.

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Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar)

Abiwara : Jurnal Vokasi Administrasi Bisnis ◽

10.31334/abiwara.v1i2.795 ◽

2020 ◽

Vol 1 (2) ◽

pp. 71-83

Author(s):

Iis Miati

Keyword(s):

Psychological Factors ◽

Research Method ◽

Brand Image ◽

Coefficient Of Determination ◽

Purchase Decision ◽

Purchasing Decisions ◽

Significance Level ◽

Descriptive Research ◽

Quality Product ◽

Quantitative Descriptive

The development of the economy at this time will cause very tight competition in the business field. The company will continue to develop its products by creating unique products that are different from competitors that produce similar products. At this time consumers are fanatic in choosing a product, besides they want a quality product they will also choose a product that has a brand image that is quite good in the community. Deenay veil products are currently a product that is favored by every society. At Gea Fashion Banjar deenay brand hood sales are higher each month compared to other brand hoods. Based on that, the writer is interested in researching the Effect of Brand Image on the Decision to Purchase Deenay Veil in Banjar Gea Fashion. The purpose of this study was to determine how the influence of Brand Image on the Purchase Decision Deenay Veil on Banjar Gea Fashion? The research method used is quantitative descriptive research method, with a sample of 50 people. The results showed that brand image had a significant influence on the decision making for purchasing veil deenay. This significance value was obtained from Fcount 29,689 with a significance of 0,000 with F table (4.04) at the significance level of 0.05 and the coefficient of determination (r²) or R square obtained by 0.328, so that the magnitude of influence was 38.2%, whereas the remaining 61.8% is influenced by other factors not included in this research variable. In conclusion, consumers make purchasing decisions due to the influence of brand image and social, cultural, personal and psychological factors.

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Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Iphone di Banjarmasin

Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis ◽

10.47747/jismab.v1i2.96 ◽

2020 ◽

Vol 1 (2) ◽

pp. 80-91

Author(s):

Norbaiti Norbaiti ◽

Winda Setia Rahmi

Keyword(s):

Product Quality ◽

Brand Image ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Positive Influence ◽

Dominant Factor ◽

Purchasing Decisions ◽

Validity And Reliability ◽

Positive Effect

This study aims to determine the effect of product quality and brand image on purchasing decisions of iphone smartphones in Banjarmasin both simultaneously and partially. The population of this research is the people in Banjarmasin, while the samples taken are 100 respondents using purposive sampling technique. This study uses a quantitative approach. The research instrument was tested for validity and reliability by looking at corrected items total correlation and Cronbach's alpha and all were declared valid and reliable. Data analysis techniques used in this study used the classic assumption test, multiple linear regression analysis, and hypothesis testing (F test and t test). The results of this study indicate simultaneously that product quality and brand image have a positive effect on purchasing decisions for iPhone smartphones and the most dominant factor influencing purchase decisions is on the brand image. Partially for product quality has a positive effect on purchasing decisions with a t value greater than t table that is 4.674> 1.964 with a significance value of 0.000. As for the brand image, it also has a positive influence on purchasing decisions with a t value greater than t table, namely 20.554> 1.964 with a significance value of 0.000.

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Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian pada Roti CV. Rima Bakery di Kota Padang

JURNAL PUNDI ◽

10.31575/jp.v4i1.217 ◽

2020 ◽

Vol 4 (1) ◽

Author(s):

Maria Magdalena ◽

Suroso Winardi

Keyword(s):

Product Quality ◽

Significant Influence ◽

Consumer Choice ◽

Brand Image ◽

T Test ◽

Purchasing Decisions ◽

Validity And Reliability ◽

Significance Level ◽

Home Based

CV Rima bakery is a home-based bread company or can be referred to as SMEs (small and medium-sized businesses) that produce bread with a variety of types and flavors that are marketed throughout Padang City, this study aims to determine the effect of product quality, and brand image of consumers on purchasing decisions on bread Cv. Rima Bakery in Padang City. In testing this hypothesis using a t test with a significance level of 5%. Product Moment and Cronbach Alpha of consumer choice are used to measure validity and reliability, tests have been carried out that all variables show valid and reliable. The results of the partial test (t test) that the quality of the product there is a t value of 2.565 with a significant value of 0.11 when compared to t table, t-count is greater than t-table then it can be interpreted or show a significant value of 0.011> 0.05, then Ho is rejected and Ha is accepted and has a positive and significant influence on purchasing decisions, brand image has a t value of 5.813 with a significant value of 0.00 when compared to t table, t-count is greater than t-table, it can be interpreted or show the value significant 0,000 <0.05, then Ho is rejected and Ha is accepted and has a positive and significant influence on purchasing decisions. Keywords: product quality, brand image, purchasing decisions.

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