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All Journal MIX : Jurnal Ilmiah Manajemen Jurnal Pendidikan Ilmu Sosial Soedirman Economics Education Journal Jurnal Inovasi dan Teknologi Pembelajaran (JINOTEP) Kajian dan Riset Dalam Teknologi Pembelajaran JPEKBM (Jurnal Pendidikan Ekonomi, Kewirausahaan, Bisnis dan Manajemen) Journal of Innovation in Educational and Cultural Research Jurnal Bisnis dan Manajemen (JBM) Jurnal Terapan Ilmu Manajemen dan Bisnis (JTIMB) Economos : Jurnal Ekonomi dan Bisnis Inflasi : Jurnal Ekonomi, Manajemen dan Perbankan Geosfera Indonesia Balance: Jurnal Ekonomi
Mukhamad Zulianto
Prodi Magister Pendidikan Ekonomi, Pascasarjana, FKIP-UNS
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : Balance: Jurnal Ekonomi

 1 
Effect of Celebrity Endorser and Brand Image on Purchasing Decision For Scarlett Whitening Product Eka Putri, Septia Vindy; Widodo, Joko; Zulianto, Mukhamad
Jurnal Ekonomi Balance Vol. 19 No. 1 (2023): June 2023
Publisher : Perpustakaan dan Penerbitan Unismuh Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/jeb.v19i1.11119

Abstract

The purpose of this study was to determine the effect of celebrity endorser and brand image on purchasing decisions for Scarlett Whitening products on students of Economic Education, Faculty of Teacher Training and Education, University of Jember, batch 2018-2021 simultaneously and partially. This research uses correlational quantitative research with the aim of seeing the influence of independent variables on the dependent variable. The sampling technique used in this study is populative sampling , namely 87 students of Economics Education, Faculty of Teacher Training and Education, University of Jember class 2018-2021 who have purchased Scarlett Whitening products. Questionnaire and interview methods were used to collect data. The data analysis technique in this study used multiple linear analysis, regression line variance, F test, T test, coefficient of multiple determination, effectiveness of multiple linear regression lines and standard error of the estimates. The results of the study explain that simultaneously and brand image have a positive and significant effect on purchasing decisions for Scarlett Whitening products, while partially celebrity endorsers have a significant effect on purchasing decisions and brand image has a significant effect on purchasing decisions for Scarlett Whitening products.
Co-Authors Agustina, Elwin Dwi Ajeng Nurdiana Putri Djoko Widodo Dwi Novitasari Efriyanto, Efriyanto Eka Putri, Septia Vindy Ghufrani Rifqi, Imelda Hardiwahyuni, Chiska Harnovinsah Harnovinsah Hery Prasetyo, Hery Joko Widodo, Mukhamad Zulianto, Muhammad Wahyu Budi Santoso Laili, Alfin Nur Lailiyah, Sitti Nur Maftah, Milatul Munawar Thoharudin Nurcahya Ningsih, Rosita Nurcahyani Nurcahyani, Nurcahyani Permana, Erwin Pudjo Suharso Putri, Cynthia Nora Dwi Retna Ngesti Sedyati, Retna Ngesti Sri Wahyuni Sumardi . Yushardi Yushardi Yushardi, Yushardi Zannah Habibi, Yusnia Nur