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All Journal Journal of Economic, Bussines and Accounting (COSTING)
Faridatul Nur Afifah
Universitas Mumahammadiyah Sidoarjo
Economics, Econometrics & Finance

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Strategi Daya Tarik Celebrity Endorse, Trust, Dan Customer Knowledge Terhadap Keputusan Pembelian Produk Sepeda Motor Honda (Sidoarjo) Faridatul Nur Afifah; Lilik Indayani; Alshaf Pebrianggara
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 2 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i2.7797

Abstract

The purpose of this research is to determine the influence of celebrity endorsement, trust, and customer knowledge on purchasing decisions for Honda motorbikes. This research uses quantitative methods with a population of Honda motorbike users in Sidoarjo and this sample consists of 100 respondents. The sampling technique uses nonprobability sampling with purposive sampling. Data collection methods include interviews and questionnaires. Questionnaire using Google Form online. The data analysis technique uses a Likert scale and uses multiple linear regression analysis with the help of the SPSS program. Keywords : celebrity endorsement; trust; customer knowledge; keputusan pembelian
Co-Authors Alshaf Pebrianggara Lilik Indayani