Pengaruh Pengaruh Celebrity Endorser, Strategi Diferensiasi, Brand Image dan Persepsi Harga Terhadap Keputusan Pembelian Handphone Vivo Di Lumajang

Abstract

The demand for having a smartphone makes the demand even higher. This has led to the emergence of many smartphone brands to meet these needs, where almost all activities involve the role of the internet, so consumers in this case the Indonesian people decide to make purchases of smartphone products (Nuraini, 2017). This study uses quantitative research methods with multiple linear regression analysis techniques. The sampling technique of non-probability sampling is purposive sampling with a total sample of 75 respondents. This research was conducted by distributing questionnaires to consumers using the Vivo brand. The results of this study indicate that the variable Celebrity endorser Differentiation strategy does not have a significant effect on purchasing decisions on VIVO mobile phones in Lumajang Regency while Brand image and price perceptions have a significant influence on purchasing decisions on VIVO mobile phones in Lumajang Regency