The Influence of Celebrity Endorsement, Green Brand Image and Green Product Quality on Decisions to use Sharia Banking Product

Abstract

This research aims to analyze the influence of Celebrity Endorsement, Green Brand Image, and Green Product Quality on Decisions to Use Sharia Banking Products. The population in this study who had used sharia banking products. Sampling used Non-Probability sampling with Purposive Sampling technique, with a sample size of 120 respondents. The data analysis method in this research uses the Partial Least Square (Smart-PLS) program version 3.0. The research results prove that (1) Celebrity Endorsement has a positive and significant effect on Using Decisions, (2) Green Brand Image has a positive and significant effect on Using Decisions, and (3) Green Product Quality has a positive and significant effect on Using Decisions.

The Influence of Advertising, Trust, and Word of Mouth on the Investment Decision of Government Sukuk

“…In other words, a choice must be available for someone to decide if the person does not make a purchase, the person is in a position to make a decision. Based on the definition above, it can be concluded that purchasing decisions, in this case, investment decisions, are part of consumer behavior regarding how consumer institutions or governments can make decisions or make selections to determine the type of financial instrument or which companies to fund (Saratian et al, 2022;Putro et al, 2024).…”