THE INFLUENCE OF CELEBRITY ENDORSER AND PRODUCT QUALITY ON PURCHASING DECISION FOR VENTELA LOCAL SHOES (CASE STUDY OF BHAYANGKARA JAKARTA RAYA)

Authors

  • Tegar Ramadhan Universitas Bhayangkara Jakarta Raya
  • Yayan Hendayana Universitas Bhayangkara Jakarta Raya
  • Murti Wijayanti Universitas Bhayangkara Jakarta Raya

Keywords:

Celebrity Endorser, Product Quality, Purchase Decision

Abstract

The research aims to determine simultaneously and partially the independent variables namely Celebrity Endorser, product quality, and purchasing decision dependent variable. This research method is a quantitative method, which in this study uses purposive sampling calculations with Lemshow. The population in this study were Bhayangkara University students in Jakarta, with a sample of 100 respondents, where the criteria for respondents were Ubhara students and Ventela shoe consumers. Before conducting data analysis, researchers used 30 respondents as a pilot study to determine the feasibility of this study with the help of the SPSS version 24 program.

References

Anas, A. A., & Sudarwanto, T. (2020). Pengaruh Celebrity Endorser terhadap Keputusan Pembelian di Eiger Store Royal Plaza Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(3), 953–958.

Anggraini, N., Barkah, Q., & Hartini, T. (2020). Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang. Jurnal Neraca: Jurnal Pendidikan Dan Ilmu Ekonomi Akuntansi, 4(1), 26. https://doi.org/10.31851/neraca.v4i1.4176

Hendayana, Y., & Sari, A. M. E. (2021). Pengaruh Kepercayaan Konsumen Dan Kualitas Pelayanan Terhadap Kepuasan Pengguna Jne Express Pondok Gede. Mediastima, 27(2), 153–169. https://doi.org/10.55122/mediastima.v27i2.294

Ismayana, S., & Hayati, N. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Lipstik Pixy. Jurnal Sains Manajemen & Akuntansi, VIII(2), 1–10.

Jansen, F. Y., Worang, F. G., & Arie, F. V. (2022). Keputusan Pembelian Konsumen Smartphone Samsung Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Unsrat 2019-2020 the Effect of Brand Equity , Brand Image , and Product Quality on Consumer Purchase Decisions on Samsung Smartphone Products on Students of the Fac. Jurnal EMBA, 10(1), 279–288.

Jinan, S. N. (2022). Analisis brand image merek lokal ventela shoes. December, 0–9.

Matheos, M. I., Soepono, D., & Raintung, M. C. (2021). Pengaruh Kualitas Produk, Harga Dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Kosmetik Wardah Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Manado. Jurnal EMBA, 10 No. 1(1), 973–983.

Maylita, S., & Hartati, R. (2022). “PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING ” Shanfi. Stimykpn, 3(1), 1–22.

Noviyanti, I., & Rosalina, E. (2022). Pengaruh kualitas produk dan harga terhadap keputusan pembelian konsumen pada UD. Pleximo penjual sepatu di Kota Tangerang. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 5(3), 1514–1524. https://doi.org/10.32670/fairvalue.v5i3.2670

Rauf, A., Kusdianto, K., & Gustiani, L. P. (2021). Pengaruh Celebrity Endorser Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Tas Merk Reloas Victory (Studi Pada Pengguna Instagram Di Kota Tangerang). Dynamic Management Journal, 5(1), 88. https://doi.org/10.31000/dmj.v5i1.4136

Sabar, M., & Moniharapon, S. (2022). Pengaruh Media Sosial, Celebrity Endorser, Dan Kualitas Produk Terhadap Minat Beli Konsumen Produk Ms Glow Di Kota Manado the Influence of Social Media, Celebrity Endorser, and Product Quality on Consumer Purchase Interest of Ms Glow Products in Manado Ci. Poluan 422 Jurnal EMBA, 10(4), 422–433.

Saputra, S. A., & Evelyna, F. (2022). Pengaruh Harga, Citra Merek, dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Sepatu Futsal Specs (Studi Kasus pada Pengguna Sepatu Futsal Merek Specs di Kebumen). Jurnal Ilmiah Mahasiswa Manajemen, 4(5), 585–596.

Sari, R. A., & Purwanto, S. (2022). Kajian Electronic Word Of Mouth (E-WOM) dan Promosi di Media Sosial Terhadap Keputusan Pembelian Lipstik Viva Cosmetics di Kota Blitar. Jurnal E-Bis, 6(2), 543–554. https://doi.org/10.37339/e-bis.v6i2.944

Sugiharto, A., & Darmawan, M. F. (2021). Pengaruh Kualitas Produk, Harga Dan Kualitas Layanan Terhadap Keputusan Pembelian Janji Jiwa Coffee Citra Raya. PAPATUNG: Jurnal Ilmu Administrasi Publik, Pemerintahan Dan Politik, 4(2), 24–32. https://doi.org/10.54783/japp.v4i2.454

Tri Utami, A., & Ellyawati, J. (2021). Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian. Jurnal Ilmiah Manajemen Dan Bisnis, 22(1), 140–150. https://doi.org/10.30596/jimb.v22i1.6200

Wijayanti, M., Yuniati, T., Yoganingsih, T., & Indrawati, B. (2021). Pelatihan Pengelolaan Keuangan bagi Ibu PKK Bintara Jaya, Bekasi Barat Triana. Jurnal Abdidas, 2(3), 148–156.

Downloads

Published

2023-07-31

How to Cite

Tegar Ramadhan, Yayan Hendayana, & Murti Wijayanti. (2023). THE INFLUENCE OF CELEBRITY ENDORSER AND PRODUCT QUALITY ON PURCHASING DECISION FOR VENTELA LOCAL SHOES (CASE STUDY OF BHAYANGKARA JAKARTA RAYA). IJESM Indonesian Journal of Economics and Strategic Management, 1(02), 120–138. Retrieved from https://journal.drafpublisher.com/index.php/ijesm/article/view/20

Issue

Section

Articles

Most read articles by the same author(s)

1 2 > >>