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All Journal Krisnadwipayana International Journal of Management Studies
Ike Irawati
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Humanities Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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THE INFLUENCE OF CELEBRITY ENDORSEMENT AND BRAND IMAGE ON PANTENE SHAMPOO PURCHASE DECISIONS ON STUDENTS OF THE FACULTY OF MANAGEMENT ECONOMICS, KRISNADWIPAYANA UNIVERSITY Hizbi Auliya Rahman; Ike Irawati; Iwan Kurniawan Subagja
Krisnadwipayana International Journal of Management Studies Vol 4 No 2 (2024): Krisnadwipayana International Journal of Management Studies
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

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Abstract

This study aims to determine the influence of Celebrity Endorsement and Brand Image on the Purchasing Decision of Pantene Shampoo among students of the Faculty of Economics and Management, Krisnadwipayana University, both partially and simultaneously. The research was conducted on Pantene shampoo consumers using a quantitative approach by collecting data and distributing questionnaires to 68 respondents. This study employed non-probability sampling with a purposive sampling technique. The data collected were analyzed using multiple linear regression analysis techniques. The research results show that: (1) Partially, Celebrity Endorsement has a positive and significant influence on Purchasing Decisions. (2) Partially, Brand Image has a positive and significant influence on Purchasing Decisions. (3) Simultaneously, Celebrity Endorsement and Brand Image have a positive and significant influence on Purchasing Decisions.
The Effect of Work Environment and Work Discipline on Employee Performance of PT Cibubur Indah Motor Nur Indriyani, Siwi; Ike Irawati
Krisnadwipayana International Journal of Management Studies Vol 5 No 1 (2025): Krisnadwipayana International Journal of Management Studies
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/kijms.v5i1.266

Abstract

The purpose of this study is to analyze the influence of the Work Enviroment and Work Discipline on the Employee Performance of PT. Cibubur Indah Motor. This type of research is included in the category of casual associative quantitative research. The source of research data is primary data using a questionnaire with a Likert point scale of 5. The sampling technique used is saturated sampling. This research was conducted at PT. Cibubur Indah Motor. The analysis technique used in this study is multiple Linear Regression. The results of the analysis show that the Work Enviroment and Work Discipline both play a role
Co-Authors Hizbi Auliya Rahman Iwan Kurniawan Subagja Nur Indriyani, Siwi