Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna
Vol 3 No 1 (2021): Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna

Analisis Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Shampoo Dove Di Semarang

M Roby Jatmiko (STIE Anindyaguna)

Article Info

Publish Date
30 Apr 2021

Abstract

From the Top Brand Awards data, several shampoo brands from the Indonesia Best Brand Survey for shampoo products in Indonesia in 2019 - 2020 Dove Shampoo are at the bottom of the list. In 2019 the Top Brand Index (TBI) was 6.1% and in 2020 it showed an increase of 7.6%, but Dove shampoo was at the bottom and was not included in the TOP nominations. The population in this study were all consumers of Dove shampoo in Semarang with an unknown population. The number of samples was 96 people. The method of analysis using the SPSS program. The results show that celebrity endorsers have an effect on purchasing decisions, brand image has an effect on purchasing decisions, brand trust has an effect on purchasing decisions.

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Journal Info
Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna
Website

Abbrev

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Publisher

Sekolah Tinggi Ilmu Ekonomi anindyaguna

Subject

Economics, Econometrics & Finance

Description

Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna dengan E-ISSN: 2746-1173 dan P-ISSN: 2085-773X merupakan jurnal ilmiah elektronik yang diterbitkan secara enam bulan sekali. Anindyaguna Ekonobisnis bertujuan untuk meningkatkan kualitas keilmuan dan menyalurkan minat untuk berbagi ...