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All Journal Jurnal Pendidikan dan Konseling Jurnal Pengabdian kepada Masyarakat Nusantara Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Manajemen Riset Inovasi Seminar Nasional Hasil Penelitian LP2M UNM Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) (JIMBE)
Amiruddin Tawe
Universitas Negeri Makassar
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Jurnal Manajemen Riset Inovasi

 1 
Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Negeri Makassar Anggy Frischa Filatamara; Muh. Ikhwan Maulana Haeruddin; Ichwan Musa; Amiruddin Tawe; Muhammad Ilham Wardhana Haeruddin
Jurnal Manajemen Riset Inovasi Vol. 1 No. 4 (2023): Oktober : Jurnal Manajemen Riset Inovasi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v1i4.1857

Abstract

This research aims to determine the influence of Celebrity Endorser and Brand Image on Purchase Decisions for Scarlett Whitening Products among Students at the Faculty of Economics and Business, Makassar State University. The sample used was 100 students from the Faculty of Economics and Business who had been selected based on predetermined criteria. Data collection techniques were carried out using questionnaires and literature studies. Data analysis techniques consist of validity tests, reliability tests, classic assumption tests consisting of normality tests, multicollinearity tests and heteroscedasticity tests, multiple linear analysis tests, hypothesis tests, determinant coefficient tests. The results of this research show that the Celebrity Endorser and Brand Image variables have a positive and significant influence on purchasing decisions. The variable that most dominantly influences purchasing decisions is the Celebrity Endorser variable and the one that has the least influence is the Brand Image variable. The dependent variable for purchasing decisions can be explained by the Celebrity Endorser variable and the remaining Brand Image is explained by other variables that were not examined in this research.
Co-Authors Abdi Akbar Idris Agung Widhi Kurniawan Andi Alif Haeruddin Andi Mustika Amin Anggy Frischa Filatamara Anwar Anwar Anwar Anwar Ramli Asmaul Husnah Chalid Imran Musa Citra Ramadhani Anwar Debby Eka Fitri Izmi Farid Wajdy Harta Mitha Junengsi M. Ikhwan Maulana Haeruddin Muhammad Idris Nurman Nurman Rezki Pelani Romansyah Sahabuddin Siti Hasbiah St. Hasnia Tenri S.P. Dipoatmodjo Zahra Ramadhani Zainal Ruma