Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Mie Instan Lemonilo Di Samarinda

Rica Puspita Eddy Soegiarto (1) Catur Kumala Dewi

Abstract


The aims of this research are: 1). To find out and analyze the influence of celebrity endorsers on purchasing decisions on Lemonilo instant noodle products in Samarinda. 2). To find out and analyze the effect of product quality on purchasing decisions on Lemonilo instant noodle products in Samarinda.

               The grand theories used is marketing management, especially about celebrity endorsers, product quality and purchasing decisions.

               This research was conducted in the Samarinda community. The samples taken were 130 respondents. Data collection techniques using field research and library research. Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analysis tool used is SEM-PLS.

               The research results show that 1). The celebrity endorser variable has a significant effect on purchasing decisions. 2). Product quality variable has a significant effect on purchasing decisions.

Keywords


Celebrity Endorser, Product Quality, Purchase Decision

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References


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DOI: https://doi.org/10.31293/jma.v12i3.7281

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