Record Details

Pengaruh Customer Review, Celebrity Endorser, Brand Image Terhadap Keputusan Pembelian Produk Thirft (Studi Kasus Konsumen Pada Imarket.id)

Jurnal Ilmiah Riset Manajemen

View Archive Info
 
 
Field Value
 
Title Pengaruh Customer Review, Celebrity Endorser, Brand Image Terhadap Keputusan Pembelian Produk Thirft (Studi Kasus Konsumen Pada Imarket.id)
 
Creator Rosa, Aulia Rizka May
Nurhajati, Nurhajati
Wahono, Budi
 
Description Abstract The purposes of this study are: 1) To determine and analyze the influence of customer reviews, celebrity endorsements, brand image on consumer purchasing decisions for thirft products at imarket.id, 2) To determine and analyze the influence of customer reviews on thirft product purchase decisions on consumers at imarket id, 3) To find out and analyze the influence of celebrity endorsement on consumer purchasing decisions for thirft products at imarket.id, 4) To determine and analyze the effect of brand image on consumer purchasing decisions for thirft products at imarket. This study uses an explanatory research type using a quantitative approach. The population and sample in this study were 60 iPhone consumers at iMarket.id. In this study, the information collection technique used was in the form of a questionnaire. The results showed that the variable customer review, celebrity endorsement, brand image had a significant effect on the purchasing decision variable of 0.000 < 0.05. Customer reviews have a significant effect on purchasing decisions of 0.020 < 0.05. Celebrity endorse has no significant effect on purchasing decisions of 0.167 < 0.05. Brand image has a significant effect on purchasing decisions of 0.003 < 0.05. Keywords: Customer Review, Celebrity Endorser, Brand Image and Purchase Decision
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2022-03-26
 
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/15688
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 11 No. 16 Februari 2022
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/15688/11903
 
Rights Copyright (c) 2022 Jurnal Ilmiah Riset Manajemen