Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal E-JRM
Syifa’, Ahmad Mujahidin
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : E-JRM

 1 
Pengaruh Kualitas Produk, Celebrity Endorser, dan Brand image Terhadap Keputusan Pembelian Produk Facial Wash KAHF (Studi pada Konsumen Produk Facial Wash KAHF di Kabupaten Jombang) Syifa’, Ahmad Mujahidin; Nurhajati, Nurhajati; Khalikussabir, Khalikussabir
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract This study aims to analyze the effect of product quality, celebrity endorser, and brand image on purchasing decisions of KAHF facial wash products in Jombang Regency. This research uses a quantitative approach with an explanatory research design. The population consists of consumers who have purchased and used KAHF facial wash products in Jombang Regency. The sampling technique used was purposive sampling with a total of 120 respondents. Data were collected through questionnaires measured using a Likert scale and analyzed using multiple linear regression analysis with SPSS. The results show that product quality, celebrity endorser, and brand image simultaneously have a significant effect on purchasing decisions. Partially, product quality, celebrity endorser, and brand image each have a positive and significant effect on purchasing decisions. These findings indicate that improving product quality, selecting appropriate celebrity endorsers, and strengthening brand image can enhance consumer purchasing decisions. Keywords: Product Quality, Celebrity Endorser, Brand Image, Purchase Decision
Co-Authors Khalikussabir, Khalikussabir Nurhajati Nurhajati