The Influence of Celebrity Endorser, Product Quality and Price on Purchase Decisions and Customer Satisfaction on Vivo Brand Smartphones in Surabaya

Abstract

Smartphone is a virtual communication tool in two directions that makes easy for individuals to interact through short message, telephone and an internet network. The purpose of this study was to analyze the influence of celebrity endorser, product quality and price on purchasing decisions and customer satisfaction. This research used quantitative methode with population 100 respondents who use Vivo brand smartphones in Surabaya. The analysis used partial least square, data obtained from questionnaires and tested with the SmartPLS 3.0. The results showed that the variable celebrity endorser, product quality and price had a significant effect on purchasing decisions, and purchasing decisions have a significant effect on customer satisfaction. Conclusion showed that sponsor more look for customers who using Vivo smartphones, which have affordable or discounted prices so customers make reapeat purchase and satisfied.

Halal Cosmetics In The Eyes Of Millennial Muslims: Factor Analysis Of Halal Labels And Celebrity Endorsers

“…There are several indicators used in this study, including attractiveness, trustworthiness, expertise, and similarity taken from Ifeanyichukwu (2016), as well as imperatives taken from research Lk et al (2019). Based on the several definitions mentioned above, it can be concluded that the celebrity endorser it is expected can strengthen the impression of the product in the minds of consumers regarding the message or information that will be conveyed so that later it will bring up consumer behavior, namely making purchasing decisions for a product.…”