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Novriza, Eri
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Economics, Econometrics & Finance

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Journal : Jurnal Riset Manajemen dan Akuntansi (JURIMA)

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PENGARUH CELEBRITY ENDORSMENT, VARIASI PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN CASE HANDPHONE DI INSTAGRAM ANYACOLECTION Agustina, Ayu; Fusfita, Nurlia; Novriza, Eri
Jurnal Riset Manajemen dan Akuntansi Vol. 3 No. 3 (2023): Desember: Jurnal Riset Manajemen dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurima.v3i3.2449

Abstract

The purpose of this research is to examine the effect of celebrity endorsements, product variety, and product quality on the decision to purchase a mobile phone case at anyacollection_. The population and sample used in this study were coustemers from the anyacolection_ online shop who had bought cell phone case products at anyacolection_. Data collection was carried out by distributing questionnaires with Likert scale measurements. Then, the data testing techniques used in this study were validity and reliability tests, R-Squer tests, and hypothesis testing through bootstrapping using Smart PLS 3.0 software. The results showed that celebrity endorsements and product quality had a positive and significant effect on purchasing decisions, while product variations had a negative effect on purchasing decisions. The better the promotion and the level of product quality, the more it will influence the decision to buy a cellphone case at the anyacollection_ online shop
Co-Authors Ayu Agustina Fusfita, Nurlia