MEMBANGUN KEPUTUSAN PEMBELIAN DAN MINAT BELI ULANG PRODUK SCARLETT WHITENING MELALUI HARGA, CELEBRITY ENDORSER, DAN CITRA MEREK
DOI:
https://doi.org/10.55606/jaem.v1i1.139Keywords:
price, celebrity endorser, brand image, purchase decision, repurchase interest.Abstract
The purpose of this study is to analyze the effect of price, celebrity endorser, and brand image on purchasing decisions and repurchase intention of Scarlett Whitening Products (Study of Scarlett Whitening Product Users in Central Java Province). The population of this study are consumers of Scarlett Whitening users in Central Java Province. Data were collected by distributing questionnaires to 120 respondents using a purposive sampling method. The analytical method used in this research is multiple linear regression analysis, instrument test, classical assumption test, coefficient of determination, f test, and T test. The results of this study show that price, celebrity endorser, and brand image have a positive and significant effect on purchasing decisions. Price, Celebrity Endorser, Brand Image, and Purchase Decision have a positive and significant effect on repurchase intention.
References
M. Tiara Ghassani and S. Suryoko, “Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Ulang Bandeng Juwana Vaccum Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Pelanggan Pt. Bandeng Juwana Elrina Semarang),” DIPONEGORO J. Soc. Polit. Sci. Tahun, pp. 1–8, 2017, [Online]. Available: http://ejournal-s1.undip.ac.id/index.php/.
Rosita and I. Satyawisudarini, “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian,” E-Mabis J. Ekon. Manaj. dan Bisnis, vol. 21, no. 1, pp. 31–38, 2017, doi: 10.29103/e-mabis.v21i1.476.
C. L. Garthwaite, “Demand spillovers, combative advertising, and celebrity endorsements,” Am. Econ. J. Appl. Econ., vol. 6, no. 2, pp. 76–104, 2014, doi: 10.1257/app.6.2.76.
W. Swasty, Branding : Memahami dan Merancang Strategi Merek, Cet. 1. Bandung: PT. Remaja Rosdakarya, 2016.
Beyhaki, Z. Arifin, and E. Yulianto, “Survei pada Pembeli Daihatsu Xenia (Periode Januari ± Desember 2014 pada PT Daihatsu Jolo Abadi Malang ),” vol. 51, no. 2, pp. 93–99, 2017.
N. Apriyani and Suharti, “Nuri Apriani & Suharti / Jurnal Manajemen Dewantara 1 (1): 21 - 34,” J. Manaj. Dewantara, vol. 1, no. 1, 2016.
J. F. Hair, W. C. Black, and B. J. Babin, Multivariate data analysis, New Intern. New Jersey: Pearson., 2014.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
