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All Journal ARABIYAT Jurnal Pendidikan dan Pembelajaran Kimia (JPPK) Jurnal Kependidikan Islamika Inside: Jurnal Keislaman dan Humaniora Ijaz Arabi Journal of Arabic Learning Al Mi’yar: Jurnal Ilmiah Pembelajaran Bahasa Arab dan Kebahasaaraban Jurnal al-Murabbi EDUKATIF : JURNAL ILMU PENDIDIKAN alfazuna: Jurnal Pembelajaran Bahasa Arab dan Kebahasaaraban Tadrisuna : Jurnal Pendidikan Islam dan Kajian Keislaman Asatiza: Jurnal Pendidikan Aphorisme: Journal of Arabic Language, Literature, and Education Edulab : Majalah Ilmiah Laboratorium Pendidikan JIEP: Jurnal Ilmu Ekonomi dan Pembangunan Jurnal Bina Bangsa Ekonomika Indonesian Journal of EFL and Linguistics Al-Hijr: Journal of Adulearn World Ulumul Qur'an: Jurnal Kajian Ilmu Al-Qur'an dan Tafsir Jurnal Pengabdian Masyarakat Waradin Gemilang: Jurnal Manajemen dan Akuntansi Borneo Journal of Language and Education Journal of Management and Social Sciences Jurnal Kajian Penelitian Pendidikan dan Kebudayaan Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Ilmiah Nusantara Digital Innovation : International Journal Of Management JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Journal of Citizen Research and Development
Nasiruddin Nasiruddin
Unknown Affiliation
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Social Sciences Transportation Other

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Journal : Journal of Management and Social Sciences

 1 
Analisis Celebrity Endorser, Brand Image, Brand Trust Dan Iklan Televisi Terhadap Keputusan Pembelian Sampo Clear Di Toko Mapur Desa Jagalempeni Kabupaten Brebes Mey Nur Aisyah; Citra Mega Suara; Ari Kristiana; Dumadi Dumadi; Nasiruddin Nasiruddin
Journal of Management and Social Sciences Vol. 2 No. 4 (2023): November : Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar Jl. Sumba no 46, Kota Makassar, Sulawesi Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v2i4.1045

Abstract

In the era of rapid development of digital technology, one of the marketing strategies that is increasingly being applied is through artists as advertising promotions for a product through television, including advertisements on Clear shampoo products. The main objective of this study was to evaluate the effect of celebrity endorser analysis, brand image, brand trust and television advertising on shampoo purchase decisions at Mapur stores in Brebes District. The correlation method with the quantitative approach method carried out is based on positivistic research data (concrete data), namely numerical values that will be measured by statistics as a calculation test tool, related to the problem studied to produce a conclusion. The population of this study was Clear shampoo customers at the Mapur store, Jagalempeni Village, Brebes Regency. The sample was obtained by the Slovin formula with a margin of error of 10% of the population of 413 people, then a sample of 80 respondents was obtained. The research instrument used was in the form of primary data from filling out questionnaires. The results of the t test in the study found that the brand trust variable did not have a significant influence on purchasing decisions, brand trust had an effect on purchasing decisions, television advertisements did not affect purchase decisions. Based on the F test, this value is obtained that brand trust has the most significant influence, followed by brand image, television advertising, and celebrity endorsers in order of significance of influence in a given analysis model. These results provide an idea of the relative contribution of each independent variable to the dependent variable simultaneously influencing the determination in purchasing decisions on Clear shampoo products.
Co-Authors Agung Setiyawan, Agung Ahmad Hafas Rasyidi Ainun Jariah Althafullayya, Muhammad Raffin Anisa Sains Kharisma Ari Kristiana As-Sa'idah, Rahmah Atikasari, Nurul Ayundah, Yuyun Azzahra, Luthfi Qolbi Bela Dwi Defira BUDI PRATAMA, BUDI Citra Mega Suara Daniyati, Dini Doni Uji Widiatmoko, Syaikhu Rozi And Dumadi Dumadi Dumadi, Dumadi Dwi Ariyanti Barkah DWI HARINI Eny Fahrati Fajar Nur Iman Farhan Saefudin Wahid Heni Herawati Heraldo, Duarte Hidayah, Ni'matul Hijriyah, Athiyah Laila Hilda Kumala Wulandari Ila Rosilawati Kadar, Haerani Karlina Karlina Khofifah Khofifah Kurdi, Muqarramah Sulaiman Kurnia Ningsih Lutfil Amin M. Badrun Zaman Mahmudah Mahmudah MASRURO, LAILATUL Mathori Mathori Maulana Ghibran Mawaddah, Ainun Mey Nur Aisyah Miftahus Surur Mitrajati, Kenyo Moch. Fauzi Mohamad Badrun Zaman Muhammad Ismail Najihah, Nailin Ni'mah, Izzah Naelun Noor Fadiawati Purnama, Boby Bagas Putra, Sudarmadi Putra, Wahyu Hanafi Rahayu Rahayu Ramadhan, Ahmad Rizki Rizaq, Muhammad Rizqi Amellia Rojudin, Didin Roni Roni Roni, Roni Saariah, Saariah syarafina, Dea agta Tulus Musthofa, Tulus Ubaedillah Ubaedillah, Ubaedillah Uzza, Hamzah Usaid Wahdah, Yuniarti Amalia WAHYU FIRMANSYAH Wulandari, Hilda Kumala Yenny Ernitawati Yusri, Islam Zahasfan, Alvian Iqbal Zamzami, Muhammad Iqbal Ziad Imadulbilad