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All Journal Jurnal Ilmiah Edunomika (JIE)
Sudarwati Sudarwati
Fakultas Ekonomi Manajemen UNIBA Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Keputusan Pembelian Ditinjau Dari Brand Image , Desain Produk Dan Celebrity Endorser (Studi Kasus Penggunaan ERIGO di Surakarta) Ririn Winarsih; Sudarwati Sudarwati; Raisa Aribatul Hamidah
JURNAL ILMIAH EDUNOMIKA Vol 6, No 1 (2022): EDUNOMIKA : Vol. 06, No. 01, 2022
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v6i1.4620

Abstract

The research was conducted to analyze the effect of brand image , product design and celebrity endorser on purchasing decisions of Erigo users in Surakarta . using quantitative research. This research uses primary data sources and sampling technique with purposive sampling technique. Data was collected by distributing questionnaires to Erigo users in Surakarta. The population in this study is infinite . The sample of this research is 100 people . Data analysis used classical assumptions and multiple linear regression. For the results of the research, brand image, product design and celebrity endorser together have a positive and significant effect on purchasing decisions of Erigo users in Surakarta. . Keywords: Purchase decision, brand image, product design and celebrity endorser Abstrak Penelitian dilakukan untuk menganalisis pengaruh brand image , desain produkk dan celebrity endorser terhadap keputusan pembelian pengguna Erigo di Surakarta . menggunakan penelitian kuantitatif . Penelitian ini menggunakan sumber data primer serta teknik pengambilan sampel dengan teknik Sampling Purposive. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada pengguna Erigo di Surakarta . Populasi dalam penelitian ini berjumlah tak terhingga . Sampel penelitian ini berjumlah 100 orang . Analisis data yang digunakan asumsi klasik serta regresi linier berganda . Untuk hasil penelitian brand image , desain produk dan celebrity endorser secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian pengguna Erigo di Surakarta. . Kata kunci : Keputusan pembelian , brand image , desain produk dan celebrity endorser
PENGARUH INOVASI PRODUK, BRAND IMAGE DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN ( STUDI KASUS TERHADAP KONSUMEN SCARLETT WHITENING SURAKARTA ) Rizka Indiswari Ramadhani; Sudarwati Sudarwati; Raisa Aribatul Hamidah
JURNAL ILMIAH EDUNOMIKA Vol 6, No 1 (2022): EDUNOMIKA : Vol. 06, No. 01, 2022
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v6i1.4539

Abstract

Along with the development of competition in the skin care industry in the commercial world, many companies take advantage of opportunities to create new changes for new businesses, the role of innovation, brand image and brand ambassador is expected to help companies win the competition and create good value in the eyes of consumers. This study aims to determine the effect of Product Innovation, Brand Image and Brand Ambassador on Purchase Decisions on Scarlett Whitening Products in Surakarta City. The approach used is a quantitative approach. The population is consumers who have used the Scarlett Whitening product twice, while the sample used is 100 respondents using purposive sampling technique. The results of research on Product Innovation, Brand Image, Brand Ambassador each have a positive and significant effect on Decision Making for Purchasing Scarlett Whitening Products in Surakarta City. Keywords: Purchase Decision, Product Innovation, Brand Image, Brand Ambassador,
Co-Authors Raisa Aribatul Hamidah Ririn Winarsih Rizka Indiswari Ramadhani