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All Journal Jurnal Ekonomi dan Kewirausahaan Business Innovation and Entrepreneurship Journal Jurnal Ekonomi Dan Bisnis INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Lyna Lyna
Universitas Kristen Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Journal : Jurnal Ekonomi Dan Bisnis

 1 
PERAN CELEBRITY ENDORSER PADA KEPUTUSAN PEMBELIAN PRODUK ASURANSI AIA CABANG SOLO Lyna Lyna; Magdalena Nany
Jurnal Ekonomi dan Bisnis Vol 26, No 1 (2023): JURNAL EKONOMI DAN BISNIS MARET 2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/jebi.v26i1.2154

Abstract

Restrictions on community activities caused by pandemic Covid-19 hit Indonesian economy. So do the insurance companies that sell tersier products with celebrity endorser Data were collected by questionnaires distributed by google form to the 100 respondents buying insurance products during the pandemic covid-19. Multiple regression analysis was used to analyze data. The results show that partially visibility, credibility and power significantly influenced purchasing decision. The results also show that partially attraction insignificantly influenced purchasing decision. Simultantly visibility, credibility, attraction and power significantly influenced purchasing decision
Co-Authors Evi Haloho Hilda Ditiolebiet Magdalena Nany Stefanny Ivon Prasetyo