Jurnal Ilmiah Manajemen dan Ilmu Sosial : Co-Management
Vol. 1 No. 1 (2019): Jurnal Ilmiah Manajemen dan Ilmu Sosial : Co-Management

DAMPAK CELEBRITY ENDORSER DAN IKLAN TERHADAP MINAT BELI KONSUMEN HONDA BEAT

Sahidillah Nurdin (Fakultas Ekonomi Universitas BSI)

Article Info

Publish Date
20 Sep 2023

Abstract

This Research aims to determine and describe The Impact of Celebrity Endorser and Advertising to Purchase Intention Honda Beat in PT. Daya Anugerah Mandiri which starred by Al-Ghazali and JKT48. The type of this research is explanatory research with quantitative approach. The population ini this research is the consumer of PT. Daya Anugerah Mandiri. The sample in this research area 100 respondents chosen with insidental sampling and data collection method using questionnaires. Analysis of data use descriptive analysis and multiple linear regression analysis. The result of multiple linear regression analysis jointly show that both variables Celebrity Endorser & Advertising have significant influance toward Purchase Intention

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Journal Info
Jurnal Ilmiah Manajemen dan Ilmu Sosial : Co-Management
Website

Abbrev

co-management

Publisher

Institut Manajemen Koperasi Indonesia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Scientific Jurnal Ilmiah Manajemen dan Ilmu Sosial : Co-Management is a scientific journal in the form of research and can be accessed openly. This journal is published every 6 months by the Management Study Program of the Indonesian Cooperative Management Institute, Bandung. The development of the ...