PENGARUH CELEBRITY ENDORSEMENT, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BIARNYAMAN
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Moh. Fadlulrahman Salsabillah, .
Subject
HB Economic Theory
Datestamp
2022-05-24 04:48:16
Abstract :
The Covid-19 pandemic has impacts on the economic activities of the world community, including Indonesia. One of the impacts is an increase in online transactions, even an increase in the online business itself, many Micro, Small, and Medium Enterprises or MSMEs are growing during this pandemic. Even so, not all online businesses can immediately take advantage of the potential that exists. This quantitative study aims to determine the influence of each celebrity endorsement, product quality, and price on the purchasing decision of Biarnyaman products. Consumers who have purchased and used Biarnyaman's products are the population of this study. Non-probability sampling technique with a purposive sampling type is used in this study as a data collection method. Data were collected by distributing questionnaires to 75 respondents. Meanwhile, the analytical technique used is PLS statistical analysis using the SmartPLS 3.0 test tool. From this study it was found that (1) celebrity endorsement has a positive and significant influence on the purchasing decision of Biarnyaman products with a coefficient of influence of 0.274; (2) the quality of the product has a positive and significant influence on the purchasing decisions of Biarnyaman products with a coefficient of influence of 0.451; (3) the price has a positive and significant influence on the purchasing decision of Biarnyaman products with a coefficient of influence of 0.224. Meanwhile, the adjusted R Square value obtained is 0.799 or 79.9% which is the contribution of celebrity endorsement, product quality, and price together, while 20.1% is caused by other factors outside this research model.
The Covid-19 pandemic has impacts on the economic activities of the world community, including Indonesia. One of the impacts is an increase in online transactions, even an increase in the online business itself, many Micro, Small, and Medium Enterprises or MSMEs are growing during this pandemic. Even so, not all online businesses can immediately take advantage of the potential that exists. This quantitative study aims to determine the influence of each celebrity endorsement, product quality, and price on the purchasing decision of Biarnyaman products. Consumers who have purchased and used Biarnyaman's products are the population of this study. Non-probability sampling technique with a purposive sampling type is used in this study as a data collection method. Data were collected by distributing questionnaires to 75 respondents. Meanwhile, the analytical technique used is PLS statistical analysis using the SmartPLS 3.0 test tool. From this study it was found that (1) celebrity endorsement has a positive and significant influence on the purchasing decision of Biarnyaman products with a coefficient of influence of 0.274; (2) the quality of the product has a positive and significant influence on the purchasing decisions of Biarnyaman products with a coefficient of influence of 0.451; (3) the price has a positive and significant influence on the purchasing decision of Biarnyaman products with a coefficient of influence of 0.224. Meanwhile, the adjusted R Square value obtained is 0.799 or 79.9% which is the contribution of celebrity endorsement, product quality, and price together, while 20.1% is caused by other factors outside this research model.
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