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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Ilmiah Poli Bisnis Jurnal Bisnis Mahasiswa Jurnal Pengabdian Inovasi dan Teknologi Kepada Masyarakat Journal of Sustainable Community Development
Ayu Puspitasari
Politeknik Negeri Batam
Arts Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : JOURNAL OF APPLIED BUSINESS ADMINISTRATION

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THE EFFECT OF CELEBRITY ENDORSER TOWARDS PURCHASE DECISION ON BATAM OLEHLO Sri Zuliarni; Prima Sue Nurlia; Ayu Puspitasari
JOURNAL OF APPLIED BUSINESS ADMINISTRATION Vol 4 No 1 (2020): Journal of Applied Business Administration - Maret 2020
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (282.589 KB) | DOI: 10.30871/jaba.v4i1.1941

Abstract

This study examines the effect of Celebrity Endorser on the purchase decision of Batam Olehlo. Respondents from this study were consumers who have purchased the product of Batam Olehlo. The population in this study is Batam community with a sample of 100 respondents. The sampling technique uses purposive sampling method with the Slovin formula. The data is collected through a questionnaire which is given directly to the respondent. The data analysis method used is descriptive analysis using multiple linear regressions, classical assumption test, t test with a significance level of 0.1, and the coefficient of determination. The results of this study are the three variables of celebrity endorser namely attractiveness, trustworthiness, and expertise partially and simultantly positive and significant effect on the purchase decision.
Co-Authors Adhitomo Wirawan Alif Fikri Alrido Martha Devano Andi Erna Mulyana Angel Aurora Atiqotun Nisa Dian Mulyaningtyas Dwi Kartikasari Fandy Bestario Harlan Fitriana Dwi Puspita Hendrawan, Bambang Jessica Olifia Larasati Othanindyah Mia Syafrina Muhammad Zainuddin Nuzuly Fikri Pandu Agussa Putra Prima Sue Nurlia Rahmat Hidayat Raja Fillandini Ria Anggraini Septi Novita Sari Telaumbanua Shinta Wahyu Hati Sri Zuliarni Sugeng Riadi Sutra Intan Yulinda Yulinda Yulinda