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All Journal Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Ulum, Muhammad Fariz Bahrul
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Economics, Econometrics & Finance

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PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN Ulum, Muhammad Fariz Bahrul
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 3 No. 2 (2024): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

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Abstract

The purpose of this research is to determine the influence of Celebrity Endorser and Brand Image on purchasing decisions. The research method used is a survey method with a quantitative research design. The data collection process uses an instrument in the form of a questionnaire distributed via social media platforms. The data analysis technique used is multiple linear regression analysis which was tested using SPSS software The research results show that: (1) Celebrity Endorser influences purchasing decisions, and (2) Brand Image influences purchasing decisions
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