Jurnal Manajemen
Vol 8 No 1 (2018): JURNAL MANAJEMEN VOL. 8 NO. 1 JUNI 2018

Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Wisatawan Yogyakarta Pada Produk Oleh-Oleh Jogja Scrummy

Chriswardana Bayu Dewa (Unknown)

Article Info

Publish Date
16 May 2018

Abstract

This study aims to determine whether the celebrity endorser became one of the factors that influence consumer purchase decisions, especially consumers in Indonesia in general and in Yogyakarta in particular. The data in this study were obtained by distributing questionnaires to 100 respondents in each outlet Jogja scrummy. The data used are primary data sampling technique used is non-probability sampling. The hypothesis was tested using the program Structural Equation Model (SEM). The results showed that the celebrity endorsement positive influence on purchase decisions. Keywords: Celebrity endorser, purchase decisions

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Journal Info
Jurnal Manajemen
Website

Abbrev

manajemen

Publisher

Universitas Sarjanawiyata Tamansiswa

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen Fokus pada hasil penelitian empiris maupun kajian konseptual dan teoritis dalam bidang: Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sumber Daya Manusia, Manajemen Operasi, dan ...