Pengaruh Celebrity Endorser, Daya Tarik Iklan, dan Kualitas Produk Terhadap Keputusan Pembelian

Abstract

The decision of purchase is as part of consumer behavior, consumer behavior is an act that is directly involved in the business of determining products and services, including decision making that precedes and follows the action. One of the marketing strategies scarlet whitening's company can employ is to build good communication by celebrity endorser or to use celebrities as advertisers on social media, as well as characteristics of a product or service that allows it to satisfy customers' needs. The research was intended to identify the impact of celebrity endorser, advertising appeal and the simultaneous, partial quality of product on the decision to buy scarlet whitening for gresik society. Sample retrieval is conducted using a nonsampling method using an observsive sampling technique. The observation is then identified and analyzed using a linear regression analysis and testing hypotheses, before the analysis and testing of data hypotheses must be done through the instrument test between which validity and religious testing are then data through the classic assumption test. The number of samples in the study is 100 respondents and data collection techniques using questionnaires. The research suggests that celebrity endorser played a significant role in the decision of the purchase on scarlet whitening. The appeal of the commercial affected the decision of the purchase on scarlet whitening. The quality of the product affects the decision of the purchase for scarlet whitening.

Celebrity Endorsers and Purchase Decisions for Generation Z: Brand Image of Loreal Products

“…The role of celebrity endorsers in their influence on purchasing decisions is often equated with another variable, namely brand image [7] [8]. Another study developed that brand image is able to mediate the influence of celebrity endorsers, advertising attractiveness, and product quality on purchasing decisions and this study shows that celebrity endorsers have the greatest influence [15]. Thus it can be seen that there are still research limitations related to celebrity endorsers that focus on generation Z.…”

“…Because the direct effect is smaller than the indirect effect, thus brand image is an intervening variable. Based on research conducted by Roshan & Sudiksa and Hestyani & Astuti, which states that there is a significant influence on the influence of brand image as a mediating variable in celebrity endorser relationships and purchasing decisions[29][15]. If you only look at the influence of celebrity endorsers on Pond's purchasing decisions, the results are not significant, then brand image must be used to mediate the relationship between celebrity endorsers and purchasing decisions on Pond's products.…”

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“…Uji ini bertujuan untuk menguji kualitas data sehingga dapat di ketahui keabsahannya dan menghindari estimasi bias. Uji asumsi klasik ini menggunakan beberapa uji yaitu normalitas, multikolinieritas, heterokedastisitas pada model regresi [7]…”

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