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Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Biore Body Wash (Studi Kasus Mahasiswa Manajemen Angkatan 2018 FEB Unisma)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Biore Body Wash (Studi Kasus Mahasiswa Manajemen Angkatan 2018 FEB Unisma)
 
Creator Azimah, Lukluk Ayyil Ayu
Wahono, Budi
Saraswati, Etty
 
Description Abstract This study aims to identify and analyze the influence of celebrity endorser, brand image and brand trust on purchasing decisions among management students of the Faculty of Economics and Business, Malang Islamic University. population and samples taken from management students totaling 85 people. data collection can be obtained through the distribution of questionnaires. This data analysis uses the help of SPSS. sampling using snowball sampling method and data testing methods used in this study include validity test, reliability test, classical assumption test, multiple linear regression test, and hypothesis testing.The result of the analysis shows that celebrity endorsers have an effect on purchasing decisions. While brand image and brand trust have no effect on purchasing decisions Keywords: Celebrity endorser, Brand image, Brand Trust, and Buying decision
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2022-03-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/15491
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 11 No. 09 Februari 2022
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/15491/11708
 
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