Pengaruh Celebrity Endorsement, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Produk (Studi pada Somethinc by Irene Ursula)

  • Riska Gusti Rahmani Universitas Lampung
  • Rinaldi Bursan Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Lampung
  • Mahrinasari MS Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Lampung
  • Driya Wiryawan Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Lampung
DOI: https://doi.org/10.37676/ekombis.v10iS1.2006
Keywords: Celebrity Endorsement, Brand Image, Brand Trust, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Celebroty Endorsement,Brand Image dan Brand Trust terhadap Keputusan Pembelian Produk Somethinc. Dalam penelitian ini peneliti menggunakan metode pengumpulan data dengan cara melakukan penyebaran kuesioner. Analisis data selanjutnya menggunakan uji analisis linier berganda, uji t, uji f dan korfisien determinan. Hasil analisis diperoleh bahwa uji regresi berganda persamaan adalah : Y=0,217 (X1)+0,360 (X2)+0,387 (X3). Hasil uji t variabel celebrity endorsement ( X1) terhadap keputusan pembelian (Y) yaitu sebesar 3.031<1.660, dan variabel brand image (X2) terhadap keputusan pembelian (Y) yaitu sebesar 4.219 <1.660, dan variabel brand trust (X3) terhadap keputusan pembelian (Y) yaitu sebesar 4.480 < 1.660. semua hal ini menunjukkan bahwa celebrity endorsement, brand image dan brand trust berpengaruh secara positif terhadap keputusan pembelian (Y) pada Produk Somethinc.

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Published
2022-04-09
How to Cite
Rahmani, R., Bursan, R., MS, M., & Wiryawan, D. (2022). Pengaruh Celebrity Endorsement, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Produk (Studi pada Somethinc by Irene Ursula). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(S1), 431 -. https://doi.org/10.37676/ekombis.v10iS1.2006
Issue
Vol 10 No S1 (2022): SPECIAL ISSUE DNU 14 TH
Section
Articles

Copyright (c) 2022 Riska Gusti Rahmani, Rinaldi Bursan, Mahrinasari MS, Driya Wiryawan

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