ABSTRAK
Pengaruh Celebrity endosser (Ayu Tingting) terhadap keputusan pembelian produk sarimi isi dua di kelurahan Pulo Brayan darat I
Penelitian ini berjudul “Pengaruh Celebrity endosser (Ayu Tingting) terhadap keputusan pembelian produk sarimi isi dua di kelurahan Pulo Brayan darat I.”
Jenis penelitian ini adalah penelitian deskriptif kuantitatif dan pengumpulan data yang dilakukan dengan menggunakan kuesioner yang disebar kepada konsumen sarimi isi dua yang berada di kelurahan pulo bryan darat I yang melakukan pembelian lebih dari satu kali dalam satu bulan. Pengujian hipotesis dengan menggunakan analisis regresi linear berganda dengan menggunakan α = 5%. Data yang digunakan yaitu data primer dengan menggunakan kuesioner dan data sekunder dengan menggunakan buku dan sumber lain.. Populasi penelitian yaitu pelanggan yang melakukan pembelian lebih dari satu kali dalam sebulan, yang berjumlah 100 orang dan penarikan sampel dengan menggunakan metode
Accidental Sampling Method (pengambilan sampel secara acak) yaitu sampel di mana pengambilan elemen-elemen yang dijadikan sampel adalah konsumen (Kelurahan Pulo Bryan Darat I) yang kebetulan ditemui oleh peneliti pernah mengosumsi produk sarimi isi dua.
Hasil penelitian yang diperoleh menunjukkan bahwa celebrity endorser
berpengaruh positif dan signifikan terhadap keputusan pembelian di kelurahan pulo bryan darat I. Koefisien determinasi menunjukkan nilai adjusted R square
adalah 0.474 yang berarti 47,4% faktor-faktor keputusan pembelian dapat dijelaskan oleh Credibility (Kredibilitas), Attractiveness (Daya Tarik), Power
(Kekuatan) dan Expertise(Keahlian). Sedangkan sisanya sebesar 52,6% dijelaskan oleh faktor-faktor lain yang tidak diteliti penulis.
Kata kunci : Celebrity endosser, keputusan pembelian, Credibility,
Attractiveness, Power, Expertise
ABSTRACT
The Influence Celebrity Endosser ( Ayu Tingting ) Of The Decision The Purchase Of Products Sarimi The Contents Of Two In Kelurahan Pulo Brayan Darat I
This research is aimed to know and analyzing is there the Influence Celebrity Endosser ( Ayu Tingting ) Of The Decision The Purchase Of Products Sarimi The Contents Of Two In Kelurahan Pulo Brayan Darat I.
A kind of this research is research descriptive quantitative and collecting data which was performed by using a questionnaire deployed to consumers sarimi the contents of two located in kelurahan pulo bryan darat I who makes a purchase more than once in a month. The testing of hypotheses by the use of regression analysis linear worship of idols by using & ampères. α = 5 %. The data used by using a questionnaire that is data primary and secondary data by the use of books and other sources. The population of research that is, customers who makes a purchase more than once in a month, which consisted of 100 people and the withdrawal of samples by using the method of sampling method accidental ( adoption of random samples ) is a sample in which the elements used as a sample is the consumer ( kelurahan pulo bryan darat I ) who happened to be met by researchers ever consume products sarimi the contents of two.
The results of research obtained suggests that celebrity endorser influential positive and significant of the decision of the purchase in kelurahan pulo bryan army i. A coefficient determination indicate its value adjusted r a square is 0.474 which means 47,4 % factors the resolution of purchase can be explained by credibility ( credibility ), attractiveness ( attractiveness ), power ( force ) and expertise ( skills ). While the rest of 52,6 % described by other factors that aren t pursuing a writer.
Keywords : Celebrity endosser, purchasing decisions, Credibility, Attractiveness,
Power, Expertise
