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All Journal Jurnal Bisnis dan Ekonomi Jurnal Sinergi Journal on Education Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Populer: Jurnal Penelitian Mahasiswa Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Santri : Jurnal Ekonomi dan Keuangan Islam Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Muchsin Muthohar
Universitas Islam Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Bisnis dan Ekonomi

 1 
PENGARUH ENDORSER ULAMA TERHADAP SIKAP DAN MINAT BELI KONSUMEN Muchsin Muthohar; Amin Ramadhan Triatmaja
Jurnal Bisnis dan Ekonomi Vol 20 No 1 (2013): vol. 20 No. 1 EDISI Maret 2013
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Stikubank

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Abstract

The purpose of this research is to explain the influence of Islamic preacher toward attitude and consumers’ purchase intention as well as to find out of what dominant factor that influence consumer attitude and consumers purchase intention. Primary data were collected from 300 respondents using area random accidental sampling from kabupaten Sleman, kabupaten Bantul dan Kota Yogyakarta. Research findings show that all characteristics of Islamic preacher endorser as an independent variables (physical attractiveness, credibility source, congruency and trustworthiness) being observed partially and simultaneously significantly influence toward consumer attitude and consumers purchase intention. There is an interesting finding in this research that consumers purchase intention is more influenced by product benefit than Islamic preacher as an endorser. This finding indicates those respondents are rationale consumers. Key words: islamic preacher endorser, consumers attitude, consumers purchse intention
Co-Authors Amin Ramadhan Triatmaja Hera Hayuda Pradani Ichsan Rizal Josrizaul Afandi Muhammad Rifan Jungki Dausat Rama Rama Shelvina Putri Danisa