Influence of Brand Image and Celebrity Endorser on Purchase Decisions on Samsung Smartphone Products
DOI:
https://doi.org/10.32497/jobs.v8i2.4106Keywords:
Brand Image, Celebrity Endorser, and Purchase DecisionsAbstract
With the advancement of technology, all activities in society are now easier. One of them is that it is getting easier for people to communicate and exchange data or information using only one device, namely a smartphone. The objective of this research is to analyze the influence of brand image (X1) and celebrity endorser (X2) on purchase decisions (Y) of samsung smartphone products. This research used a multiple linear regression analysis. The primary data used in this research is collected from questionnaire. The population in this study are people who bought Samsung smartphones in Semarang City between 2020 and 2022, whose number is unknown. The amounts of the respondents are 100 who are Samsung smartphone users in Semarang. The analysis tools used were test of validity, reliability test, normality test, heteroscedasticity test, multicollinerity test, linearity test, multiple linear regression, T test, F test, and the coefficient of determination. Based on the calculations using SPSS version 26, the results of this research showed that the regression equation Y = 0,395 + 0,680 X1 + 0,269 X2. In addition, the F test result of 41,637 which was bigger than F table was 3,08. It can be concluded that the model in this study is correct. The T test result the variables brand image (X1) and celebrity endorser (X2) were bigger than T table and had a significance less than level significance of 0,05. So, it can be concluded the brand image (X1) and celebrity endorser (X2) had a positive and significance influence on purchase decisions (Y). The most influence variable is brand image (X1) with the highest regression coefficient of 0,680. The contribution of brand image and celebrity endorser on purchase decisions is 50,5 % while 49,5 % are influenced by other variables that were not described in this research.References
Aaker, David. Manajemen Pemasaran Strategis. Jakarta: Salemba Empat. 2013.
Cahyadi, C. Y., & Keni, K. (2021). Prediksi Kualitas Produk, Citra Merek dan Kepuasan Pelanggan terhadap Intensi Membeli Kembali. Jurnal Manajerial Dan Kewirausahaan, 3(4), 914-921.
Dewa, C. B. (2018). Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Wisatawan Yogyakarta pada Produk Oleh-Oleh Jogja Scrummy. Jurnal Manajemen, 8(1), 1-9.
Ghozali, Imam. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26. Edisi 10. Semarang: Badan Penerbit Universitas Diponegoro.
Kotler, Philip & Gary Armstrong. (2018). Principle of Marketing Seventeenth Edition. United Kingdom: Pearson Education Limited.
Kotler, Philip & Kevin Lane Keller. (2012). Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.
Kotler, Philip dan Kevin Lane Keller. (2009). Manajemen Pemasaran, Edisi ke 13. Terjemahan oleh Benyamin Molan. PT Indeks. Jakarta.
Parengkuan, V., Tumbel, A., & Wenas, R. S. (2014). Analisis pengaruh brand image dan celebrity endorsment terhadap keputusan pembelian produk shampo Head and Shoulders di 24 mart Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3).
Rossiter, J. R., & Percy, L. (1987). Advertising And Promotion Management. In Advertising and Promotion Management. Mcgraw-Hill Book Company.
Sari, Dila Nur WK., Winarto., Suryadi Poerbo (2018). Pengaruh Brand Image dan Customer Value terhadap Customer Satisfaction dan Dampaknya pada Brand Loyalty PT. Arindo Jaya Mandiri Semarang. Jurnal Admisi dan Bisnis, 19(1), 11-26
Schiffman, Leon. G dan Leslie L. Kanuk. (2008). Perilaku Konsumen. Penerbit: Indeks, Jakarta.
Sugiyono. (2019). Metode Penelitian Kuantitatif. Alfabeta
Winarsih, R., Sudarwati, S., & Hamidah, R. A. (2022). Keputusan Pembelian Ditinjau dari Brand Image, Desain Produk dan Celebrity Endorser (Studi Kasus Penggunaan ERIGO di Surakarta). JURNAL ILMIAH EDUNOMIKA, 6(1), 499-506.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
