Accounting and Management Journal
Vol 6 No 1 (2022): Accounting and Management Journal

ANALISIS PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN WANITA PRODUK SKIN CARE MEREK MS GLOW DI KECAMATAN SUMBAWA) : Manajemen Pemasaran

Abdul Salam (Universitas Teknologi Sumbawa)
Selly Abdiyanti (Universitas Teknologi Sumbawa)



Article Info

Publish Date
20 Jul 2022

Abstract

Ms. Glow is a new product that is currently on the rise. This product continues to show its existence and is growing very rapidly and the competition is fast in the midst of intense competition, from Ms. Glow's portfolio which has managed to sell more than 2 million products every month with a product category of 3 million SKUs (Stock Keeping Units). promoting sales in online and offline lines, namely by advertising and cooperating with community leaders. This study analyzed the influence of celebrity endorsers, brand image, and brand trust on female consumers of Ms. Glow skincare products in Sumbawa. This study uses quantitative methods. The sample in this study collected 100 research subjects obtained through the non-probability sampling technique with the purposive sampling method. The data obtained were processed using multiple linear regression analysis techniques through SPSS software version 16.0 for Windows. The results of research analysis in this study indicate that 1) celebrity endorser has a significant effect on purchasing decisions (2) brand image has no significant effect on purchasing decisions (3) brand trust has a significant effect on purchasing decisions.

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Journal Info

Abbrev

AMJ

Publisher

Subject

Decision Sciences, Operations Research & Management

Description

Accounting and Management Journal is a scientific peer-reviewed journal published by Faculty of Economics and Business, Universitas Nahdlatul Ulama Surabaya, Indonesia. Since Established in 2017, AMJ is intended Provide a medium for dissemination of original and quality research on various topic in ...