Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian

<p><em>Nowadays, almost everyone uses smartphones in their daily activities. This is an opportunity for the smartphone industry to produce good products and create consumer attractiveness so that consumers want to buy them. This study aims to determine the role of brand image, product qu...

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Autores principales:	Anggi Tri Utami, Jeanne Ellyawati
Formato:	article
Lenguaje:	ID
Publicado:	Universitas Muhammadiyah Sumatera Utara 2020
Materias:	brand image, product quality, celebrity endorser, purchase decision Management. Industrial management HD28-70 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/78715de1208f443da4d29e2d4ecf53fd
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spelling	oai:doaj.org-article:78715de1208f443da4d29e2d4ecf53fd2021-11-05T05:03:36ZPeran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian1693-76192580-417010.30596/jimb.v22i1.6200https://doaj.org/article/78715de1208f443da4d29e2d4ecf53fd2020-11-01T00:00:00Zhttp://jurnal.umsu.ac.id/index.php/mbisnis/article/view/6200https://doaj.org/toc/1693-7619https://doaj.org/toc/2580-4170<p><em>Nowadays, almost everyone uses smartphones in their daily activities. This is an opportunity for the smartphone industry to produce good products and create consumer attractiveness so that consumers want to buy them. This study aims to determine the role of brand image, product quality, and celebrity endorser in purchase decisions. Data collection was gathered online via google form using a structured questionnaire. A total of 200 samples were recruited using a purposive sampling method. The sample used as respondents are consumers who have purchased a Vivo brand smartphone during last year. This study uses the SmartPLS statistical tool to process data. The results showed that brand image and product quality had a significant positive effect on purchase decisions. Meanwhile, celebrity endorser has no effect on the purchase decision.</em></p>Anggi Tri UtamiJeanne EllyawatiUniversitas Muhammadiyah Sumatera Utaraarticlebrand image, product quality, celebrity endorser, purchase decisionManagement. Industrial managementHD28-70BusinessHF5001-6182IDJurnal Ilmiah Manajemen dan Bisnis, Vol 22, Iss 1, Pp 140-150 (2020)
institution	DOAJ
collection	DOAJ
language	ID
topic	brand image, product quality, celebrity endorser, purchase decision Management. Industrial management HD28-70 Business HF5001-6182
spellingShingle	brand image, product quality, celebrity endorser, purchase decision Management. Industrial management HD28-70 Business HF5001-6182 Anggi Tri Utami Jeanne Ellyawati Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian
description	<p><em>Nowadays, almost everyone uses smartphones in their daily activities. This is an opportunity for the smartphone industry to produce good products and create consumer attractiveness so that consumers want to buy them. This study aims to determine the role of brand image, product quality, and celebrity endorser in purchase decisions. Data collection was gathered online via google form using a structured questionnaire. A total of 200 samples were recruited using a purposive sampling method. The sample used as respondents are consumers who have purchased a Vivo brand smartphone during last year. This study uses the SmartPLS statistical tool to process data. The results showed that brand image and product quality had a significant positive effect on purchase decisions. Meanwhile, celebrity endorser has no effect on the purchase decision.</em></p>
format	article
author	Anggi Tri Utami Jeanne Ellyawati
author_facet	Anggi Tri Utami Jeanne Ellyawati
author_sort	Anggi Tri Utami
title	Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian
title_short	Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian
title_full	Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian
title_fullStr	Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian
title_full_unstemmed	Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian
title_sort	peran citra merek, celebrity endorser, kualitas produk dalam keputusan pembelian
publisher	Universitas Muhammadiyah Sumatera Utara
publishDate	2020
url	https://doaj.org/article/78715de1208f443da4d29e2d4ecf53fd
work_keys_str_mv	AT anggitriutami perancitramerekcelebrityendorserkualitasprodukdalamkeputusanpembelian AT jeanneellyawati perancitramerekcelebrityendorserkualitasprodukdalamkeputusanpembelian
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Peran Citra Merek, Celebrity Endorser, Kualitas Produk Dalam Keputusan Pembelian

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