Pengaruh Celebrity Endorser, Harga, Dan Event Marketing Terhadap Purchase Decision - Ishlah, Benayya; Basuki, Ananto (Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 2024)
The large number of users of Erigo products in Indonesia indicates that Erigo can attract the Indonesian market. Erigo is one of the largest clothing companies in Indonesia, which has attracted many consumers in Indonesia. Even so, consumers have different opinions on consumer purchasing decisions, especially on the aspect of customer satisfaction. While the research conducted can be categorized as explanatory research by applying quantitative research that explains causal relationships between variables through hypothesis testing. This study used a sample of 131 respondents with a minimum age of 18 years, domiciled in South Tangerang and know Erigo. The data analysis tools used were descriptive statistical analysis and multiple linear regression analysis with the SPSS version 26 program. Based on the results of testing the four hypotheses, it can be concluded that; (1) the celebrity endorser variable (X1), which has a significant influence on the Purchase Decision, (2) the Price variable (X2), which has a significant influence on the Purchase Decision, (3) the Event Marketing variable (X3) which has a significant influence on the Purchase Decision, and (4) the influence of the independent variables simultaneously on the Purchase Decision variable is acceptable.   Abstrak Banyaknya jumlah pengguna produk Erigo di Indonesia menandakan bahwa Erigo dapat menarik pasar Indonesia. Erigo merupakan salah satu perusahaan pakaian terbesar di Indonesia, yang telah diminati banyak konsumen di Indonesia. Meskipun begitu, konsumen memiliki pendapat yang berbeda terhadap keputusan pembelian konsumen, terutama pada aspek kepuasan dari konsumen. Sedangkan penelitian yang dilakukan dapat dikategorikan pada penelitian explanatory research dengan menerapkan penelitian kuantitatif yang menjelaskan hubungan sebab akibat antar variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 131 responden dengan ketentuan berusia minimal 18 tahun, berdomisili di Tangerang Selatan dan mengetahui Erigo. Alat analisis data yang digunakan adalah analisis deskriptif statistik dan analisis regresi linear berganda dengan program SPSS versi 26. Berdasarkan hasil pengujian empat butir hipotesis, dapat disimpulkan bahwa; (1) variabel Celebrity endorser (X1), yang mempunyai pengaruh signifikan terhadap Purchase Decision, (2) variabel Harga (X2), yang mempunyai pengaruh signifikan terhadap Purchase Decision, (3) variabel Event Marketing (X3) yang mempunyai pengaruh signifikan terhadap Purchase Decision, dan (4) adanya pengaruh secara bersama-sama (simultan) variabel bebas terhadap variabel Purchase Decision dapat diterima.