Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Produk Bittersweet By Najla

Maura Damadanti M; Donant Alananto Iskandar

Maura Damadanti M Institut Teknologi dan Bisnis Kalbis
Donant Alananto Iskandar Institut Teknologi dan Bisnis Kalbis

Keywords: Celebrity Endorser, Brand Image, Purchase Decision.

Abstract

This study aims to determine how big the influence of celebrity endorser and brand image on purchasing decisions for Bittersweet By Najla products. This research is a quantitative study using the SPSS Statistics 21 program with a total sample of 135 respondents who are domiciled in East, Central, South, West, North Jakarta, Bekasi, Depok and Bogor using non-probability sampling and purposive sampling techniques. The results of this study is celebrity endorser and brand image have an influence on purchasing decisions for Bittersweet By Najla products. The benefit of this research for Bittersweet By Najla is as input and evaluation material in order to maintain and increase consumer confidence by using celebrity endorser marketing strategies and brand image so that they can compete with other competitors.

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