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All Journal Jurnal Ilmiah Multidisiplin (JUKIM)
Sri Mulianingsih
Universitas Gunadarma
Computer Science & IT Economics, Econometrics & Finance Social Sciences

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PENGARUH CELEBRITY ENDORSEMENT, MINAT BELI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK IMPLORA Sri Mulianingsih; Dessy Hutajulu; Rana Dzakira
Jurnal Ilmiah Multidisiplin Vol. 2 No. 6 (2023): November: Jurnal Ilmiah Multidisiplin
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jukim.v2i6.1179

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh celebrity endorsement, minat beli dan citra merek terhadap keputusan pembelian produk Implora pada mahasiswi fakultas ekonomi Universitas Gunadarma. Data yang digunakan pada penelitian ini meggunakan instrument kuesioner, dan data valid berhasil dikumpulkan sebanyak 86 responden. Metode pengambilan sampel pada penelitian ini yaitu non probability sampling dengan teknik purpose sampling. Alat bantu yang digunakan adalah SPSS versi 25. Berdasarkan hasil penelitian diperoleh hasil uji asumsi klasik, model regresi terdistribusi normal, tidak terjadi multikolinearitas dan heterokesadtisitas, uji linieritas terhadap variabel X1,X2, dan X3 terhadap Y mempunyai hubungan yang linier. Pada uji T diperoleh variabel celebrity endorsement, minat beli dan citra merek berpengaruh positif signifikan secara persial terhadap keputusan pembelian. Pada uji F diketahui bahwa ketiga variabel yaitu celebrity endorsement, minat beli dan citra merek secata simultan berpengaruh positif signifikan terhadap keputusan pembelian. Nilai koefisien determinasi sebesar 49.1% sedangkan sisanya 50.9% dipengaruhi oleh variabel lain yang tidak dijelaskan pada penelitian ini.
The Influence Of Motivation, Product Completeness, And Cashback On Consumers’ Purchase Decisions In E-Commerce Sri Mulianingsih; Dessy Hutajulu
Jurnal Ilmiah Multidisiplin Vol. 4 No. 6 (2025): November: Jurnal Ilmiah Multidisiplin
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jukim.v4i6.2426

Abstract

E-commerce platforms as a modern shopping lifestyle have become increasingly widespread as a result of developments in information technology in recent years. The purpose of this study is to analyze the influence of Motivation, Product Completeness, and Cashback on Purchase Decisions in E-Commerce. The analytical method in this study uses primary quantitative data, and the testing stages conducted include validity testing, reliability testing, normality testing, heteroscedasticity testing, multicollinearity testing, multiple regression analysis, t-test, F-test, and the coefficient of determination (R²). The data used in this study were collected using a questionnaire instrument, and valid data were successfully obtained from 96 respondents. The sampling method used in this study is non-probability sampling with a purposive sampling technique. The analytical tool used is SPSS version 25. Based on the research results, the classical assumption test results show that the regression model is normally distributed, with the obtained equation: Y = −0.483 + 0.407X₁ + 0.344X₂ + 0.505X₃ + e. The classical assumption test results indicate that the regression model is normally distributed, free from multicollinearity, and free from heteroscedasticity. In the partial (t) test, each variable—Consumer Motivation, Product Completeness, and Cashback—has an effect on Purchase Decisions in E-Commerce. In the F-test, all independent variables simultaneously influence purchase decisions. Based on the output results above, the adjusted R-square coefficient of determination is 0.593 or equal to 59.3%, and the remaining 40.7% is influenced by other variables outside those used in this study.
Co-Authors Dessy Hutajulu Rana Dzakira