Pengaruh Celebrity Endorse, Kualitas Produk Dan Citra Merk Terhadap Keputusan Pembelian Indomie (Studi Kasus Pada Mahasiswa Stie Widya Gama Lumajang)

Abstract

The study aims to determine the effect of celebrity endorse, product quality and brand image on Indomie purchasing decisions on STIE Widya Gama Lumajang students, both partially and simultaneously. This research is a quantitative research. The population in this study were students of management studies level IV class B STIE Widya Gama Lumajang. The sample in this study were 60 respondents. The sampling technique using probability sampling is simple random sampling technique. The method used in this research is quantitative by using multiple linear regression analysis techniques. The results of this study there is the influence of celebrity endorse on Indomie purchasing decisions, there is an influence on product quality on Indomie purchasing decisions, there is an influence of brand image on Indomie purchasing decisions and there is an influence of endorse celebrit, product quality and brand image simultaneously on Indomie purchasing decisions on Widie STIE students Gama Lumajang. The results of the coefficient of determination show that 43.9% of purchasing decisions are explained by the independent variable celebrity endorse, product quality and brand image. The limitation of this study is that it only examines celebrity endorse, product quality and brand image as factors that influence purchasing decisions. While other variables that can influence purchasing decisions are expected to be further investigated at different periods and places.