JAM : Jurnal Aplikasi Manajemen
Vol 12, No 2 (2014)

Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Produk di Indonesia (Penelitian Online)

. Darmansyah (Fakultas Ekonomi Manjemen Universitas Bengkulu)
Muhartini Salim (Fakultas Ekonomi Manjemen Universitas Bengkulu)
Syamsul Bachri (Fakultas Ekonomi Manjemen Universitas Bengkulu)

Article Info

Publish Date
14 Aug 2014

Abstract

Abstract: The purpose of this study was to analyze the influence of buying decision product in Indonesian. Variables identified in the survey is the Celebrity Endorser and Buying Decision. The respondents consumers product in indonesian. This research was conducted online are spread throughout the Indonesian region. Data were collected by questionnaires distributed directly to the respondents, data used is primary data that is by distributing questionnaires to 300 respondents. The sampling technique used directly nonprobability sampling is purposive sampling data. The results show that the Celebrity Endorser positive influence on the Buying Decision. because all indicators simultanly celebrity endoser can influence purchasing decisions. Keywords: Celebrity endorser, buying decision.

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Journal Info
JAM : Jurnal Aplikasi Manajemen
Website

Abbrev

jam

Publisher

Universitas Brawijaya

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Aplikasi Manajemen - Journal of Applied Management (JAM) publishes all forms of quantitative and qualitative research articles and other scientific studies related to the field of functional management (marketing, finance, human resources, and operations) as well as the applied management and ...