Analisis Pengaruh Celebrity Endorser dan Inovasi Produk Terhadap Keputusan Pembelian Handphone Oppo dengan Intervening Brand Image

Femmy Effendy

Abstract


ABSTRACT

This research to analyze the effect of Celebrity Endorser and Inovation Product on Purchase Decisions with intervening Brand Image on the OPPO Indonesia Community fan page. This research was conducted using descriptive and verification methods, data processing with SPSS 23 software, analytical techniques by testing the validity, reliability and normality, quantitative data analysis. Results of the analysis  concluded that Celebrity Endorsers have a positive and significant effect on the formation of Brand Image and Purchase Decisions, while has a Inovation Product positive and significant effect on the formation of Brand Image and Purchase Decisions too, and Brand Image has a positive and significant effect of Purchase Decision

 

 

ABSTRAK

Penelitian ini untuk menganalisa pengaruh Celebrity Endorser dan Inovasi Produk terhadap Keputusan Pembelian dengan intervening Brand Image pada fan page OPPO Indonesia Community. Penelitian ini dilakukan dengan menggunakan metode deskriptif dan verifikatif, pengolahan data dengan software SPSS 23 , teknik analisis dengan pengujian validitas, reliabilitas dan normalitas , analisis data kuantitatif dan simpulan hasil. Dari hasil analisis data penelitian, diperoleh kesimpulan bahwa Celebrity Endorser mempunyai pengaruh positif dan significant terhadap  pembentukan Brand Image maupun Keputusan Pembelian, sedangkan Inovasi Produk juga mempunyai pengaruh positif dan significant terhadap  pembentukan Brand Image maupun Keputusan Pembelian, dan Brand Image mempunyai pengaruh yang juga positif dan significat terhadap Keputusan Pembelian


Keywords


Brand image; Celebrity Endorser; Inovasi Produk; Keputusan pembelian

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DOI: https://doi.org/10.17509/jimb.v11i2.24444

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