Peranan Endorse “Walls” Terhadap Keputusan Pembelian
DOI:
https://doi.org/10.59061/dinamikapublik.v2i1.618Keywords:
endorsement, Walls, purchase decisionAbstract
The study investigates how the "Walls" brand influences consumer purchasing decisions. After the data was collected and analyzed using a regression model, the research investigated the significance of the value of the coefficient and the SIG. The research found that the meaningful value was 7,908, and SIG was below the limit of significance 0.05. This suggests that "Walls" support has a significant impact on customers' choices about what they buy. However, to understand more deeply how "Wells" support directly affects purchasing decisions, more information is needed.
References
Assauri, S. (2015). Manajemen Pemasaran. PT Raja Grafindo Persada
Br Marbun, M., Ali, H., & Dwikoco, F. (2022). PENGARUH PROMOSI, KUALITAS PELAYANAN DAN KEPUTUSAN PEMBELIAN TERHADAP PEMBELIAN ULANG (LITERATURE REVIEW MANAJEMEN PEMASARAN). JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL, 3(2), 716-727. https://doi.org/10.38035/jmpis.v3i2.1134
Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The influence of celebrity endorsement on food consumption behavior. Foods, 10(9), 1–16. https://doi.org/10.3390/foods10092224
Erdogan, Z. (1999). Celebrity Endorsement?: A Literature Review Celebrity Endorsement?: A Literature Review. Journal of Marketing Management, 37–41.
Fitri, F. R. (2018). The Influence of Celebrity Endorsement in Social Media Instagram on Attitude Towards Brand and Brand Image to Customer Purchase Intention. Journal of Accounting Management and Economics, 20(2), 7–17.
Gilal, N. G., Gilal, F. G., Zhang, J., Gilal, R. G., Gong, Z., & Gilal, W. G. (2020). The role of endorsers in bringing defunct brands back to life: theory and evidence. Journal of Product and Brand Management, June.
Habibah, H., Hamdani, I., & Lisnawati, S. (2018). Pengaruh Brand Image dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Kosmetik Wardah (Studi pada Perempuan Muslim di Kota Bogor). IQTISHODUNA: Jurnal Ekonomi Islam, 7(2), 233-261.
HD, A. A., Suhendra, A. D., & Puspasari, A. (2023). Implementasi Digital Marketing Dan Endorsement Influencer Terhadap Minat Beli Konsumen Pada PT. Sinar Surya Matahari (Studi kasus Pada Konsumen Motor Yamaha di Bekasi Timur). Innovative: Journal Of Social Science Research, 3(3), 7519-7531..
Heruwati, E., & KHASANAH, I. (2010). Analisis Pengaruh Daya Tarik, Kredibilitas, Dan Keahlian Celebrity Endorser Terhadap Keputusan Pembelian Sepeda Motor Yamaha Mio (Studi Pada Konsumen PT Harpindo Jaya Jl. Dr. Cipto No. 61 Semarang) (Doctoral dissertation, UNIVERSITAS DIPONEGORO).
Hidayat, D. S., & Norvelita, L. R. (2022). Efektivitas iklan sebagai pemediasi serta celebrity endorser sebagai pemoderator keputusan pembelian konsumen. ECONBANK: Journal of Economics and Banking, 4(1), 52-63.
Kotler & Amstrong. (2012). Dasar-dasar pemasaran(Jilid 1). Prenhalindo.
Muhammad, S. (2012). Analisis Peranan Selebriti Irfan Bachdim Sebagai Endorser Dalam Mempengaruhi Minat Beli Konsumen Pada Produk Pocari Sweat.
Nur Hayati, M. (2019). Pengaruh Citra Merek, Persepsi Harga, Kualitas Produk Dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Wardah Di Puspa Indah Cosmetic Magelang (Doctoral dissertation, Skripsi, Universitas Muhammadiyah Magelang).
Tjiptono,F & Chandra, G. (2012). Pemasaran Strategik 2nd. Andi.
Tjiptono, F. & D. (2016). Pemasaran, Esesi dan aplikasi(A. Offset (ed.)).
RISKA, R. (2019). PERANAN SELEBGRAM ENDORSEMENT TERHADAP MINAT BELI PRODUK KOSMETIK MELALUI MEDIA SOSIAL INSTAGRAM PADA MAHASISWI POLITEKNIK PARIWISATA MAKASSAR (Doctoral dissertation, Universitas Hasanuddin).
Subagio, D. P. W., & Rachmawati, D. L. (2020). Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel). Pengaruh Endorser terhadap Purchase Intention dengan Perceived Value dan Perceived Usefulness sebagai Variabel Mediasi (Studi Pada Viewer Food Vlogger of YouTube Channel), 8(1), 1-11.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
