Journal of Technopreneurship on Economics and Business Review (JTEBR)
Vol. 2 No. 2 (2021)

Peningkatan Keputusan Pembelian Melalui Celebrity Endorsement, Kualitas Produk dan Citra Merek

Yusuf Yusuf (Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo)
Aprilia Attika Tiauw (Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo)
Mohammad Amin (Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo)
Hastuti Mustamin (Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo)

Article Info

Publish Date
07 Aug 2021

Abstract

This study aims to determine the effect of celebrity endorsement, product quality and brand image on purchasing decisions. Respondents of this research are customers of Beauty store at Kendari who buy and use Scarlett Handbody products totaling 110 samples. Multiple linear regression analysis was used to analyze the data in this study. The results showed that purchasing decisions were significantly influenced by celebrity endorsement, product quality and brand image. This study also found that brand image has the strongest role in influencing the purchasing decision of scarlet handbody.

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Journal Info
Journal of Technopreneurship on Economics and Business Review (JTEBR)
Website

Abbrev

jtebr

Publisher

Universitas Ichsan Gorontalo

Subject

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

Description

Journal of Technopreneurship on Economics and Business Review (JTEBR) adalah suatu jurnal elektronik yang dikelola oleh Fakultas Ekonomi Unversitas Ichsan Gorontalo (Unisan) dengan No ISSN 2716-0092 (online) dan ISSN 2716-0106 (cetak). Jurnal Technopreneurship Unisan bertujuan menyediakan berbagai ...