Bursa : Jurnal Ekonomi dan Bisnis
Vol. 2 No. 1 (2023): Januari 2023

Pengaruh Product Knowledge, Brand Image Dan Celebrity Endorser Terhadap Keputusan Pembelian Mikrofon Seruniaudio di PT. Seruni Karya Indonesia

Dony Buntoro (Institut Teknologi dan Bisnis Asia)
Fathorrahman (Institut Teknologi & Bisnis Asia, Indonesia)
Theresia Pradiani (Institut Teknologi & Bisnis Asia)

Article Info

Publish Date
10 Jan 2023

Abstract

This study aims to analyze the effect of Product Knowledge, Brand Image, and Celebrity endorsers on the Purchase Decision of SeruniAudio Microphone at PT. Indonesian Artwork. This study uses a quantitative approach. The number of respondents in this study was 100 respondents who had bought SeruniAudio microphones, using the Simple Random Sampling technique. The results of this study indicate, among others: 1) Product Knowledge has a positive and significant effect on purchasing decisions; 2) Brand Image has a positive and significant effect on purchasing decisions; 3) Celebrity Endorser has a positive and significant effect on the decision to purchase a SeruniAudio microphone

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Bursa : Jurnal Ekonomi dan Bisnis
Website

Abbrev

jeb

Publisher

Lembaga Riset Ilmiah

Subject

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

Description

Bursa : Jurnal Ekonomi dan Bisnis is a publication media that contains the results of research in the field of Economics and Business which includes studies of Economics, Accounting, Management, Finance, and Business. Manuscripts published in the BURSA Jurnal Ekonomi dan Bisnis include the results ...