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All Journal Owner : Riset dan Jurnal Akuntansi JISIP: Jurnal Ilmu Sosial dan Pendidikan Accounting and Management Journal JURNAL MANAJEMEN Jurnal Pengabdian Masyarakat Nusantara Jurnal Manajemen dan Bisnis Jurnal Informatika Teknologi dan Sains (Jinteks) AMMA : Jurnal Pengabdian Masyarakat
Abdul Salam
Universitas Teknologi Sumbawa
Arts Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing Social Sciences

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Journal : Accounting and Management Journal

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ANALISIS PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN WANITA PRODUK SKIN CARE MEREK MS GLOW DI KECAMATAN SUMBAWA) : Manajemen Pemasaran Abdul Salam; Selly Abdiyanti
JURNAL AKUNTANSI DAN MANAJEMEN Vol 6 No 1 (2022): Accounting and Management Journal
Publisher : UNUSA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/amj.v6i1.2204

Abstract

Ms. Glow is a new product that is currently on the rise. This product continues to show its existence and is growing very rapidly and the competition is fast in the midst of intense competition, from Ms. Glow's portfolio which has managed to sell more than 2 million products every month with a product category of 3 million SKUs (Stock Keeping Units). promoting sales in online and offline lines, namely by advertising and cooperating with community leaders. This study analyzed the influence of celebrity endorsers, brand image, and brand trust on female consumers of Ms. Glow skincare products in Sumbawa. This study uses quantitative methods. The sample in this study collected 100 research subjects obtained through the non-probability sampling technique with the purposive sampling method. The data obtained were processed using multiple linear regression analysis techniques through SPSS software version 16.0 for Windows. The results of research analysis in this study indicate that 1) celebrity endorser has a significant effect on purchasing decisions (2) brand image has no significant effect on purchasing decisions (3) brand trust has a significant effect on purchasing decisions.
Co-Authors Abdurrahman Adi Susanto Agus Santoso Agustina A. Panambang Amirul Mukminin Chairul Hudaya Citra Ardianti Dara Karismawati Dedy Heriwibowo edi edi Fadli Faturrahman Fahlia Fahlia Fahlia Fendy Maradita Firdaus Firdaus Hanifa Sri Nuryani Hartini Hartini Hartini Hikmawati Indri Afriliantini Mariati Maya Novianti Muhammad Nur Nuramaliyah Nuramaliyah Putri Reno Kemala Sari Reza Muhammad Rizqi Selly Abdiyanti Umar Umar Viqih Oschar Sahuddin Wilda Rahmayanti