PENGARUH CELEBRITY ENDORSER, BRAND
ATTACHMENT, BRAND TRUST, TERHADAP
KEPUTUSAN PEMBELIAN PRODUK WARDAH
(Studi Kasus MahasiswiInstitut Stiami Cempaka Putih)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Suryaningrum, Irma
Subject
Manajemen Pemasaran
Datestamp
2022-01-06 08:58:43
Abstract :
Abstract This study aims to examine whether there is a positive and significant influence between Celebrity Endorser, Brand Attachment, Brand Trust on the decision to purchase Wardah products at the Stiami Cempaka Putih Institute students. This study uses an associative quantitative research approach that is measured using the Coefficient of Determination with SPSS 25 by testing the hypothesis using the t test. The population in this study were students of the Stiami Cempaka Putih Institute. The sample is determined based on the non?probability sampling method, with a total sample of 100 respondents. The data used in this study are primary data. Data collection techniques are using survey methods by directly observing and distributing questionnaires to the respondents. The results of this study prove that: (1) Celebrity Endorser partially has a positive and significant effect on consumer's decision to buy Wardah products; (2) Brand Attachment partially has a positive and significant effect on consumer decisions to buy Wardah products; (3) Brand Trust partially has a positive and significant effect on consumers' decisions to buy Wardah products; (4) Simultaneously between celebrity endorser, brand attachment, and brand trust, a positive and significant effect on consumers' decisions to buy Wardah products. Keywords : Celebrity Endorser, Brand Attachment, Brand Trust, Purchase Decision
Abstract This study aims to examine whether there is a positive and significant influence between Celebrity Endorser, Brand Attachment, Brand Trust on the decision to purchase Wardah products at the Stiami Cempaka Putih Institute students. This study uses an associative quantitative research approach that is measured using the Coefficient of Determination with SPSS 25 by testing the hypothesis using the t test. The population in this study were students of the Stiami Cempaka Putih Institute. The sample is determined based on the non?probability sampling method, with a total sample of 100 respondents. The data used in this study are primary data. Data collection techniques are using survey methods by directly observing and distributing questionnaires to the respondents. The results of this study prove that: (1) Celebrity Endorser partially has a positive and significant effect on consumer's decision to buy Wardah products; (2) Brand Attachment partially has a positive and significant effect on consumer decisions to buy Wardah products; (3) Brand Trust partially has a positive and significant effect on consumers' decisions to buy Wardah products; (4) Simultaneously between celebrity endorser, brand attachment, and brand trust, a positive and significant effect on consumers' decisions to buy Wardah products. Keywords : Celebrity Endorser, Brand Attachment, Brand Trust, Purchase Decision
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