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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Nurman Halim
Universitas Muhammadiyah Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Purchasing Decisions: The Analysis Effect Of The Variables Life Style, Celebrity Endorser, And Brand Image Meilaty Finthariasari Finthariasari; Ratnawili Ratnawili; Nurman Halim
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 10 No 2 (2022)
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v10i2.2224

Abstract

This study aims to analyze the influence of Life Style, Celebrity Endorser and Brand Image on Purchase Decisions for Adidas Brand Sports Products in Gading Cempaka District, Bengkulu City, both partially and simultaneously. The object of this research is consumers or users of Adidas brand sports products in Gading Cempaka District, Bengkulu City, with incidental sampling method. The number of respondents in this study were 130 people. The data collection method was using a questionnaire and then the data was processed using SPSS version 24.. This research used the multiple linear regression data analysis technique, the results of this research can be concluded that the life style variable has a positive and significant effect on purchasing decisions, celebrity endorsers have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions
Co-Authors Meilaty Finthariasari Finthariasari Ratnawili, Ratnawili