JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Vol 4 No 1 (2020): Journal of Applied Business Administration - Maret 2020

THE EFFECT OF CELEBRITY ENDORSER TOWARDS PURCHASE DECISION ON BATAM OLEHLO

Sri Zuliarni (Politeknik Negeri Batam)
Prima Sue Nurlia (Politeknik Negeri Batam)
Ayu Puspitasari (Politeknik Negeri Batam)

Article Info

Publish Date
31 Mar 2020

Abstract

This study examines the effect of Celebrity Endorser on the purchase decision of Batam Olehlo. Respondents from this study were consumers who have purchased the product of Batam Olehlo. The population in this study is Batam community with a sample of 100 respondents. The sampling technique uses purposive sampling method with the Slovin formula. The data is collected through a questionnaire which is given directly to the respondent. The data analysis method used is descriptive analysis using multiple linear regressions, classical assumption test, t test with a significance level of 0.1, and the coefficient of determination. The results of this study are the three variables of celebrity endorser namely attractiveness, trustworthiness, and expertise partially and simultantly positive and significant effect on the purchase decision.

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Journal Info
JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Website

Abbrev

JABA

Publisher

Politeknik Negeri Batam

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Applied Business Administration (JABA) is a journal published by Study Program of Applied Business Administration, Politeknik Negeri Batam. The journal is predominantly devoted to applied business administration with special focus on industries problem solving. JABA publish quality ...