PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN

Ulum, Muhammad Fariz Bahrul

Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Vol. 3 No. 2 (2024): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

The purpose of this research is to determine the influence of Celebrity Endorser and Brand Image on purchasing decisions. The research method used is a survey method with a quantitative research design. The data collection process uses an instrument in the form of a questionnaire distributed via social media platforms. The data analysis technique used is multiple linear regression analysis which was tested using SPSS software The research results show that: (1) Celebrity Endorser influences purchasing decisions, and (2) Brand Image influences purchasing decisions