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All Journal Jurnal Ekonomi dan Kewirausahaan Jurnal Ilmiah Mahasiswa FEB Agregat: Jurnal Ekonomi dan Bisnis Jurnal Ilmu Manajemen JURNAL WIDYA GANESWARA International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Journal of Parasite Science Ovozoa: Journal of Animal Reproduction Jurnal Pengabdian kepada Masyarakat BUANA GENDER : Jurnal Studi Gender dan Anak prosiding seminar nasional Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Agro Veteriner
Ratna Damayanti
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Journal : Jurnal Ilmu Manajemen

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Analisis Celebrity Endorsment, Variasi Produk, Brand Image terhadap Keputusan Pembelian Produk Rabbani Cahya, Fadlilah Mutia; Wulan, Ida Aryati Dyah Putnomo; Damayanti, Ratna
Jurnal Ilmu Manajemen Vol 9, No 1 (2019): Jurnal Ilmu Manajemen
Publisher : Universitas muhammadiyah palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jimn.v9i1.2141

Abstract

The point of research to analyze a affect celebrity endorsement, product variation and brand image simultaneously, partially to the purchasing decisions Rabbani product in Surakarta. The research using quantitative methods. Used 100 respondents to the sample and the sampling technique was done by purposive sampling. The population is all consumers of Rabbani products in the city of Surakarta. Data collection is done by documentation, questionnaires, observation and data analysis techniques using instrument testing, classic assumption test, linear regression, F test, t test, determination (R2). Results F test is celebrity endorsement, product variation and brand image simultaneously and significantly influence the purchasing decisions of Rabbani products in Surakarta city with Fcount 47.681> Ftable 2.70 and significant value 0.000 <0.05. Celebrity endorsement, product variation and brand image partially a significant and positive effect purchase decisions of Rabbani products in Surakarta.
Co-Authors Adiana Mutamsari Witaningrum Adianto, Fani Rianda Adriyanto, Agus Agnes Theresia Soelih Estoepangesti Agung Wibowo Agus Wijaya Amar Ma'ruf Fachrul Mu'minin Anggun Firdaus Sayekti Arga Sandy Kurniawan Asih Nurati Bambang Mursito Baswendra Triadi Burhanuddin Burhanuddin Burhanudin Burhanudin Ahmad Yani Burhanudin AY Burhanudin Burhanudin Cahya, Fadlilah Mutia Deviana Putri Dimas Ilham Nur Rois Ega Nanda Eny Kustiyah, Eny FAJAR RAMDHANI Fildza Hashifa Tazkiya Ichsan Malik IDA ARYANI Ida Aryati Ida Aryati Diah PW Istiatin Istiatin Istiatin Iwan Sahrial Hamid Kadek Rachmawati Laila Agusti Rachmawati Lilik Maslachah Lubis, Amany Marwati, Fithri Setya Mohammad Sukmanadi Nadya Ayu Saputri Nasution, Annio Indah Lestari Pandu Ramadhan Poedji Hastutiek Pungkas Dika Saputra Rahmi Sugihartuti Reza Kurniawati Rochmi Widayanti Samsoel Bahry Septian Haryoko Sisda Indah Millenia Kartika Siska Indriyani Siti Amini Sosiawan Aji Prasetya Sri Hartono Sri Hidanah Sudarwati Sudarwati Sudarwati Sunaryo Hadi Warsito Supawi Pawenang Suryanie Sarudji Suwarma Andiyana Suwarno Suwarno Syahidin, Rizal Fadhilah Tamaulina Br Sembiring Tiyas Dwi Dwi Hapsari Widya Paramita Lokapirnasari Wulan, Ida Aryati Dyah Putnomo Yuan Sasmita Nugraha Yusuf Ali