Indonesian Journal of Economics and Strategic Management
Vol. 1 No. 02 (2023): July 2023

THE INFLUENCE OF CELEBRITY ENDORSER AND PRODUCT QUALITY ON PURCHASING DECISION FOR VENTELA LOCAL SHOES (CASE STUDY OF BHAYANGKARA JAKARTA RAYA)

Tegar Ramadhan (Universitas Bhayangkara Jakarta Raya)
Yayan Hendayana (Universitas Bhayangkara Jakarta Raya)
Murti Wijayanti (Universitas Bhayangkara Jakarta Raya)

Article Info

Publish Date
31 Jul 2023

Abstract

The research aims to determine simultaneously and partially the independent variables namely Celebrity Endorser, product quality, and purchasing decision dependent variable. This research method is a quantitative method, which in this study uses purposive sampling calculations with Lemshow. The population in this study were Bhayangkara University students in Jakarta, with a sample of 100 respondents, where the criteria for respondents were Ubhara students and Ventela shoe consumers. Before conducting data analysis, researchers used 30 respondents as a pilot study to determine the feasibility of this study with the help of the SPSS version 24 program.

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Journal Info
Indonesian Journal of Economics and Strategic Management
Website

Abbrev

ijesm

Publisher

Drafpublisher

Subject

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

Description

Srategic Marketing; Strategic Human Resources; Strategic Finances; Strategic Operations; Banking; Corporate Finance; Business; Management; Accounting; Auditing; Taxation; Investments; Capital ...