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All Journal Kontigensi: Jurnal Ilmiah Manajemen Jurnal Tadbir Peradaban
Riri Oktarini
Universitas Pamulang, Tangerang Selatan, Banten, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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The Effect Of Brand Image and Celebrity Endorser on "Wardah" Indonesian Halal Body Cream Cosmetics’ Purchase Decisions Riri Oktarini
Kontigensi : Jurnal Ilmiah Manajemen Vol 9 No 2 (2021): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v9i2.206

Abstract

This study aims to determine the effect of Brand Image and Celebrity Endorser on the Purchase Decision. Indonesian Halal Body Cream Cosmetics of Wardah brand chosen as the context for this research. Empirical data were collected through a survey of 96 working mothers in South Tangerang Region. The quantitative method used is explanatory research using statistical analysis techniques through multiple linear regression analysis including correlation, determination, and hypothesis testing. The result of this study shows that “Brand Image” has a significant effect on purchasing decisions by 41.1%, while “Celebrity endorsers” also have a significant effect on purchasing decisions by 36.0%.
Pengaruh Kegiatan Promosi Terhadap Keputusan Pembelian Pada PT. Langgeng Baja Pratama di Bekasi Muhamad Apep Mustofa; Nardi Gunawan; Riri Oktarini; Dede Abdurohman; Arga Teriyan
Jurnal Tadbir Peradaban Vol. 2 No. 1 (2022): Jurnal Tadbir Peradaban
Publisher : Prodi Manajemen STIE Hidayatullah Depok

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (213.821 KB) | DOI: 10.55182/jtp.v2i1.105

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Kegiatan Promosi terhadap Keputusan Pembelian pada PT. Langgeng Baja Pratama di Bekasi. Metode yang digunakan adalah explanatory research dengan sampel sebanyak 100 responden. Teknik analisis menggunakan analisis statistik dengan pengujian regresi, korelasi, determinasi dan uji hipotesis. Hasil penelitian ini variabel Kegiatan Promosi diperoleh nilai rata-rata skor sebesar 3,413 dengan kriteria baik. Variabel Keputusan Pembelian diperoleh nilai rata-rata skor sebesar 3,835 dengan kriteria baik. Kegiatan Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai persamaan regresi Y = 8,467 + 0,876X, dan nilai koefisien korelasi 0,792 atau memiliki tingkat hubungan yang kuat dengan nilai determinasi 62,8%. Uji hipotesis diperoleh signifikansi 0,000 < 0,05
Co-Authors Arga Teriyan Dede Abdurohman Muhamad Apep Mustofa Nardi Gunawan