PENGARUH CELEBRITY ENDORSE, BRAND IMAGE DAN KEPERCAYAAN KONSUMEN TERHADAP  KEPUTUSAN PEMBELIAN

Dafriyal Tri Putra; Khairul Bahrun

doi:10.36085/jems.v5i2.6408

Authors

Dafriyal Tri Putra Universitas Muhammadiyah Bengkulu
Khairul Bahrun Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.36085/jems.v5i2.6408

Abstract

The purpose of this study was to determine the effect of celebrity endorsement, brand image and consumer trust on purchasing decisions (a case study on consumers of Erigo clothes in Kepahiang District.

This research uses descriptive research methods with quantitative data analysis. The population in this study was all Erigo clothing consumers in Kepahiang District, totaling 80 respondents.

Based on the results of multiple linear regression, the regression equation Y = 6.733 + 0.195 (X₁ ) + 0.408 ( X₂) + 0.194 (X₃) is obtained. The results and hypotheses show that celebrity endorsement shows a value of > (2,114 > 1,991) and (sig = 0.038 <0.050), brand image shows a value of > (6,300 > 1,991) and (sig = 0.000 <0.050), and consumer trust shows a value of > (2.218 > 1.991) and (sig = 0.030 <0.050). The results of the f test show that Fcount > Ftable, namely (55.674 > 3.9603) and (sig α = 0.000 <0.050), Simultaneously Celebrity Endorse, Brand Image and Consumer Trust Have a Significant Influence on Purchasing Decisions.

Keywords: Celebrity Endorsement, Brand Image, Consumer Trust and Purchasing Decisions

References

A, Shimp, T. . (2003). Periklanan Promosi & Aspek Tambahan Komunikasi Pemasaran Terpadu, Jilid I (edisi 5), Jakarta :Erlangga.

Aaker, David A. dalam Aris Ananda. (2011). Manajemen Ekuitas Merek: Memanfaatkan Nilai Dari Suatu Merek. Spektrum Mitra Utama. Jakarta.

AB Susanto. (2014). Manajemen Strategik komprehensib, Erlangga.

Assauri, S. (2015). Manajemen Pemasaran, Jakarta, PT Raja Grafindo Persada.

Freddy Rangkuti. (2012). Studi Kelayakan Bisnis dan Investasi, Gramedia Pustaka Utama, Jakarta.

Kamilullah, J., Kusyanti, A., & Aryadita, H. (2018). Analisis Pengaruh Kepercayaan, Kepuasan, dan Reputasi Terhadap Loyalitas Konsumen Online Shop Dalam Pembelian Produk di Toko XYZ.

Kotler, P. & Keller, K.L. (2012). (n.d.). Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.

Kotler, Philip & Gerry Armstrong. (2014). Principle of Marketing, 15th edition. New Jersey: Pearson Pretice Hall.

Kotler, P. (2010). Manajemen Pemasaran. Edisi tiga belas Bahasa Indonesia.Jilid 1 dan 2. Jakarta: Erlangga.

Kotler, P. dan K. (2009). Manajemen Pemasaran Edisi 13, Jilid Satu. Jakarta: Erlangga. https://doi.org/http://lib.ui.ac.id/detail.jsp?id=20363249

Kotler, P. dan K. L. K. (2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2. Jakarta: PT. Indeks.

Luthfi, Z. (2011). Pengaruh Kepuasan dan Kepercayaan Konsumen Terhadap Loyalitas Studi Tentang Peran Mediasi Switching Costs, Vol 15.

Mulyana, Y. F. (2016). Pengaruh Kepercayaan, Persepsi Risiko, Dan Keamanan Terhadap Minat Beli Konsumen Pada Toko Online (Studi Pada Toko Online OLX.Co.id). Skripsi. Yogyakarta: FE UNY.

Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Penerbit Alfabeta.

Ramadhan, M. Afif Fathi, Siti Saroh, dan M. M. (2019). “Pengaruh Citra Merek, Kepercayaan, dan Komitmen terhadap Loyalitas Pelanggan Aplikasi Transportasi Online Gojek di Kota Malang.” JIMMU 4, no. 2.

Ridwan, Mochamad, Theresia Militina, dan G. N. A. (2020). HOW TRUST AND QUALITY OF INFORMATION AFFECT BUYING INTEREST AND PURCHASING DECISIONS? (study_on Shopee customers in Samarinda). I I nternational Journal of Economics, Business and Accounting Research (IJEBAR) 4(01): 95–102.

Rosdiana, Riski, Iyus Akhmad Haris, Kadek Rai Suwena. (2019). Jurusan Pendidikan Ekonomi, and Universitas Pendidikan Ganesha. “Pengaruh Kepercayaan Konsumen Terhadap Minat Beli Produk Pakaian Secara Online.

Rossiter, J. R. (2014). Branding explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7-8), 533- 540.

Sangadji, E. M. S. (2013). Perilaku Konsumen. Yogyakarta. Andi.

Sapitri, L., & Onsardi, O. (2021). The Effect of Brand Image and Product Quality toward Wardah Cosmetics Consumers’ Loyalty as A Study on Students Management Study Program, Faculty of Econom ics and Business, Muhammadiyah University of Bengkulu. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review, 1(2), 139-146.

Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. (Jmmib) Jurnal Manajemen Modal Insani Dan Bisnis, 1(1).

Sasmita, Jumiati, and N. M. S. (2015). Young Consumers’ Insights on Brand Equity: Effects Of Brand Association, Brand Loyalty, Brand Awareness, and Brand Image. International Journal Of Retail & Distribution Management, 43(3), 276-292.

Siagian, Hotlan., Cahyono, Hotlan. (2014). Analisis Website Quality, Trust, dan Loyalty Pelanggan Online Shop, Jurnal Manajemen Pemasaran Vol 8 No 2.

Sidharta. (2014). Sistem Informasi Manajemen. Tanjung Preyok : PT. IPC TPK.

Tjiptono, F. (2002). Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Penerbit Andi.