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All Journal Journal of Social Science Journal of Social Science
Mega Yunita
Faculty of Economics and Business, National University, Indonesia
Religion Humanities Chemistry Education Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Physics Social Sciences Other

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RETRACTED : The Influence of Product Quality, Brand Image and Celebrity Endorsers on the Decision to Purchase Sunsilk Shampoo at Indomaret South Jakarta Sunday Market Area Mega Yunita; Elwisam; Kumba Digdowiseiso
Journal of Social Science 680-695
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jss.v5i2.808

Abstract

This research aims to determine the influence of product quality, brand image and celebrity endorser on purchasing decisions for Sunsilk shampoo in the Pasar Minggu area, South Jakarta. The research method used in this research is descriptive quantitative with the population in this research being Indomaret consumers who use Sunsilk shampoo at Indomaret in the Pasar Minggu area, South Jakarta. There are 4 (four) variables examined in this research, namely Product Quality (X1), Brand Image (X2), and Celebrity Endorser (X3) as independent variables, and Purchase Decision (Y) as the dependent variable. The sample used in this research was 100 respondents. This research data uses primary data by distributing questionnaires using the multiple linear regression method which is processed using SPSS 17.0 software. Research results based on multiple linear regression analysis show that Product Quality (X1), Brand Image (X2) and Celebrity Endorser (X3) have a positive and significant effect on Purchasing Decisions (Y).
RETRACTED : The Influence of Product Quality, Brand Image and Celebrity Endorsers on the Decision to Purchase Sunsilk Shampoo at Indomaret South Jakarta Sunday Market Area Mega Yunita; Elwisam; Kumba Digdowiseiso
Journal of Social Science Vol. 5 No. 2 (2024): Journal of Social Science
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jss.v5i2.808

Abstract

This research aims to determine the influence of product quality, brand image and celebrity endorser on purchasing decisions for Sunsilk shampoo in the Pasar Minggu area, South Jakarta. The research method used in this research is descriptive quantitative with the population in this research being Indomaret consumers who use Sunsilk shampoo at Indomaret in the Pasar Minggu area, South Jakarta. There are 4 (four) variables examined in this research, namely Product Quality (X1), Brand Image (X2), and Celebrity Endorser (X3) as independent variables, and Purchase Decision (Y) as the dependent variable. The sample used in this research was 100 respondents. This research data uses primary data by distributing questionnaires using the multiple linear regression method which is processed using SPSS 17.0 software. Research results based on multiple linear regression analysis show that Product Quality (X1), Brand Image (X2) and Celebrity Endorser (X3) have a positive and significant effect on Purchasing Decisions (Y).
Co-Authors Elwisam Kumba Digdowiseiso