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I Gede Arimbawa
Departement of Management, Faculty of Economic and Business Narotama University, Surabaya, Indonesia
Economics, Econometrics & Finance Education Engineering Mathematics Medicine & Pharmacology

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THE INFLUENCE OF CELEBRITY ENDORSER, PRODUCT QUALITY AND PRICE ON PURCHASE DECISIONS AND CUSTOMER SATISFACTION ON VIVO BRAND SMARTPHONES IN SURABAYA Andi Muh Kumar Lk; I Gede Arimbawa; Elok Damayanti
Journal of World Conference (JWC) Vol. 1 No. 2 (2019): November 2019
Publisher : NAROTAMA UNIVERSITY, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (334.457 KB) | DOI: 10.29138/prd.v1i2.148

Abstract

Smartphone is a virtual communication tool in two directions that makes easy for individuals to interact through short message, telephone and an internet network. The purpose of this study was to analyze the influence of celebrity endorser, product quality and price on purchasing decisions and customer satisfaction. This research used quantitative methode with population 100 respondents who use Vivo brand smartphones in Surabaya. The analysis used partial least square, data obtained from questionnaires and tested with the SmartPLS 3.0. The results showed that the variable celebrity endorser, product quality and price had a significant effect on purchasing decisions, and purchasing decisions have a significant effect on customer satisfaction. Conclusion showed that sponsor more look for customers who using Vivo smartphones, which have affordable or discounted prices so customers make reapeat purchase and satisfied.
Co-Authors Andi Muh Kumar Lk Damayanti, Elok