Peran endorser selebriti, citra merek, dan kepercayaan merek terhadap keputusan pembelian produk pakaian Erigo (studi pada mahasiswa di Kota Malang)

Mahendra, Hamdan Ananta Ihza and Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 (2022) Peran endorser selebriti, citra merek, dan kepercayaan merek terhadap keputusan pembelian produk pakaian Erigo (studi pada mahasiswa di Kota Malang). Journal of Business & Applied Management, 15 (1). pp. 19-34. ISSN 2621-2757

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Abstract

The purpose of this study is to analyze whether there is an influence of celebrity endorsers (X1), brand image (X2), and brand trust (X3) on purchasing decisions (Y) on Erigo clothing products among students in Malang City, either simultaneously or partially. This study uses quantitative research methods by choosing a survey approach. The research instrument applied is by distributing questionnaires to respondents. In measuring the indicators of the research variables listed on the questionnaire, the researcher used a Likert measurement scale which has 5 assessment points. The population determined by the researcher is students of State Universities (PTN) in Malang City which include Brawijaya University (UB), Malang State University (UM), Maulana Malik Ibrahim State Islamic University (UIN) Malang, UPBJJ Open University Malang, State Polytechnic of Malang, and Health Polytechnic of the Ministry of Health of Malang by taking samples used in the study as many as 100 respondents. The sampling method used is the purposive sampling method, which is by specifying the characteristics of certain respondents that must be met. The data analysis chosen by the researcher is using multiple linear regression analysis with SPSS 26 for windows test equipment. After testing the data obtained, the findings obtained in this study are celebrity endorsers, brand image, and brand trust have a significant and positive effect partially or simultaneously on purchasing decisions on Erigo clothing products. Meanwhile, brand trust can provide the most dominant influence on purchasing decisions on Erigo clothing products.

Item Type:	Journal Article
Keywords:	celebrity endorser; brand image; brand trust; purchasing decisions
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	01 Jul 2024 14:10

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