Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian Produk Erigo (Studi pada Konsumen Erigo di Kota Medan)

Abstract

As the development of fashion in Indonesia is no wonder the local clothing line industry is growing. The high demand in the field of fashion led to the clothing line industry players continue to grow until now. Many new local clothing brands come with good quality and affordable prices giving rise to fierce competition. This makes companies have to innovate in marketing their products by understanding consumer needs so that they can influence consumer purchasing decisions. This research aims to determine how the effect of celebrity endorser on purchasing decisions, how the effect of brand image on purchasing decisions, as well as the effect of Celebrity Endorser and brand image on the purchasing decisions of Erigo consumers in Medan City. This research uses a quantitative type of research with an associative approach. Research with this associative approach aims to find the relationship between one variable and another. Sampling using purposive sampling technique using 100 respondents as a research sample. Primary Data in this study were obtained from distributing questionnaires through google form, and secondary data were obtained through library studies. The analysis method used is validity test, classical assumption test, reliability test, multiple linear regression analysis and hypothesis test. The results showed that Celebrity Endorser and brand images have a positive and significant effect on purchasing decisions. Based on the results of the determination test, the results were obtained that the value of the correlation coefficient (R) was 0.890 (89%), where the value of this correlation coefficient showed that the relationship between celebrity endorsers and brand image to purchasing decisions was quite strong. The value of R Square or the value of the coefficient of determination shows that the purchase decision variable of 79.1% can be explained by the Celebrity Endorser and brand image variables, while the remaining 20.9% is influenced by other variables not contained in this study..