PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Produk Makobu Cake Kota Malang)

Abstract

This research aims to explain : 1) The Influence simultaneously of Brand Image consisting of the variables Corporate Image (X₁), User Image (X₂₎, Product Image (X₃) and Celebrity Endorser consisting of Celebrity Credibility (X₄), Celebrity Attractiveness (X₅), Celebrity Suitability (X₆) simultaneously on Purchase Decision Structure (Y); 2) The influence of Corporate Image (X₁) partially on Purchase Decision Structure (Y); 3) The influence of User Image (X₂) partially on Purchase Decision Structure (Y); 4) The influence of Celebrity Credibility (X₄)partially on Purchase Decision Structure (Y); 5) The influence of variable Celebrity attractiveness (X₅) partially on Purchase Decision Structure (Y); and 6) The influence of Celebrity Suitability (X₆) partially on Purchase Decision Structure (Y). This research use explanatory research with quantitative approach. The are variables used in this research: Corporate Image (X₁), User Image (X₂), Product Image (X₃), Celebrity Credibility (X₄), Celebrity Attractiveness (X₅), Celebrity Suitability (X₆), and Purchase Decision Structure (Y). The collection of data was obtained through an offline questionnaire distribution on Consumers who Purchased Makobu Cake Products with the criteria of ever purchasing Makobu Cake products, having a minimum age limit of 17 years, as well as knowing the Celebrity Endorser promoting Makobu Cake products.

Keywords : Brand Image, Celebrity Endorser, Purchase Decision

ÐBÐ…TRÐK

PenelÑ–tÑ–an Ñ–nÑ– bertujuan untuk : 1) MengetahuÑ– dan menjelaÑ•kan Ñ•ecara Ñ•Ñ–multan pengaruh Brand Іmage yang terdÑ–rÑ– darÑ– varÑ–abel-varÑ–abel CÑ–tra Pembuat, CÑ–tra PemakaÑ–, CÑ–tra Produk dan CelebrÑ–ty EndorÑ•er yang terdÑ–rÑ– darÑ– varÑ–abel KredÑ–bÑ–lÑ–taÑ• Ð…elebrÑ–tÑ–, Daya TarÑ–k Ð…elebrÑ–tÑ–, Kecocokan Ð…elebrÑ–tÑ– terhadap Ð…truktur KeputuÑ•an PembelÑ–an; 2) MengetahuÑ– dan menjelaÑ•kan Ñ•ecara parÑ•Ñ–al pengaruh varÑ–abel CÑ–tra Pembuat terhadap Ð…truktur KeputuÑ•an PembelÑ–an; 3) MengetahuÑ– dan menjelaÑ•kan Ñ•ecara parÑ•Ñ–al pengaruh varÑ–abel CÑ–tra PemakaÑ– terhadap Ð…truktur KeputuÑ•an PembelÑ–an; 4) MengetahuÑ– dan menjelaÑ•kan pengaruh varÑ–abel KredÑ–bÑ–lÑ–taÑ• Ð…elebrÑ–tÑ– terhadap Ð…truktur KeputuÑ•an PembelÑ–an; 5) MengetahuÑ– dan menjelaÑ•kan Ñ•ecara parÑ•Ñ–al pengaruh varÑ–abel Daya TarÑ–k Ñ•elebrÑ–tÑ– terhadap Ð…truktur KeputuÑ•an PembelÑ–an; dan 6) MengetahuÑ– dan menjelaÑ•kan Ñ•ecara parÑ•Ñ–al pengaruh varÑ–abel Kecocokan Ð…elebrÑ–tÑ– terhadap Ð…truktur KeputuÑ•an PembelÑ–an. PenelÑ–tÑ–an Ñ–nÑ– menggunakan jenÑ–Ñ• penelÑ–tÑ–an penjelaÑ•an (explanatory reÑ•earch) dengan pendekatan kuantÑ–tatÑ–f. VarÑ–abel yang dÑ–gunakan dalam penelÑ–tÑ–an Ñ–nÑ– ada tujuh, yaÑ–tu CÑ–tra Pembuat (X₁), CÑ–tra PemakaÑ– (X₂), CÑ–tra Produk (X₃), KredÑ–bÑ–lÑ–taÑ• Ð…elebrÑ–tÑ– (X₄), Daya TarÑ–k Ð…elebrÑ–tÑ– (X₅), Kecocokan Ð…elebrÑ–tÑ– (X₆), dan Ð…truktur KeputuÑ•an PembelÑ–an (Y). Pengumpulan data dÑ–peroleh melaluÑ– penyebaran kuÑ–Ñ•Ñ–oner Ñ•ecara offlÑ–ne pada KonÑ•umen yang Pernah MembelÑ– Produk Makobu Cake dengan krÑ–terÑ–a pernah melakukan pembelÑ–an produk Makobu Cake, memÑ–lÑ–kÑ– bataÑ•an uÑ•Ñ–a mÑ–nÑ–mal 17 tahun, Ñ•erta mengetahuÑ– CelebrÑ–ty EndorÑ•er yang mempromoÑ•Ñ–kan produk Makobu Cake.

Kata kuncі : Brand Іmage, Celebrіty Endorѕer, Keputuѕan Pembelіan