DIGEST MARKETING
Vol. 3 No. 1 (2018): Digest Marketing

PENGARUH CELEBRITY ENDORSER DAN WOM TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA: THE EFFECT OF CELEBRITY ENDORSER AND WOM ON PURCHASE DECISION OF YAMAHA MOTOR

Bobbi Shandy (Alumni FEB, Program Reguler Mandiri, FEB Unja)

Article Info

Publish Date
11 Jan 2018

Abstract

This research aim is to examine the effect of selected purchase decision variables, i.e., celebrity endorser and WoM (Word of Mouth) on purchasing decision in Jambi city. Data analyzes used multiple linier regression, where independent variables are celebrity endorser and WoM,and dependent variable is purchase decision. Primary data is gathering by questionaries delivery. The result showed that both celebrity endorser and WoM has significant influencing on purchasing decision. Hence Yamaha Corportaion should enlarge celebirity eondorsed and WoM as marketing tool to overcome competition. Keywords: Celebrity Endorser, WoM, and Purchase Decision

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Journal Info
DIGEST MARKETING
Website

Abbrev

digest

Publisher

Universitas Jambi

Subject

Economics, Econometrics & Finance

Description

Digest Marketing Juornal (DMJ) diterbitkan empat kali setahun, yang diterbitkan menjadi bagian dari Komunikasi akademis Konsentrasi Pemasaran dengan pemangku kepentingan. Artikel yang dimuat dari penulis terpilih melalui serangkaian proses editing yang didukung oleh Mitra Bestari dari ...