Pengaruh Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Produk Lipstik Pixy (Studi Mahasiswi Manajemen 2017 Universitas Buana Perjuangan Karawang)
DOI:
https://doi.org/10.36805/manajemen.v8i2.5318Abstract
A B S T R A C T
One of the local cosmetic industries, namely Pixy, uses its product
promotion through Celebrity Endorser on Instagram. The brand image
owned by Pixy has a good image that makes consumers decide to buy
Pixy products. This study aims to: (identify and analyze and explain
the corelation of Celebrity Endorser and Brand Image on Purchase
Decisions. The research was conducted using the quantitative data
path analysis method. The sample in this study were students of
Management at the University of Buana Perjuangan Karawang class
of 2017 who used Pixy lipstick as many as 80 respondents. The
sampling technique is Two Stage Side Cluster which uses 2
Probability Sampling Techniques, the first is the Cluster Random
Sampling Technique and the second is the Simple Random Sampling
Technique. The results show that (1) Celebrity Endorser (X1) to Brand
Image (X2) has a strong correlation (2) Celebrity Endorser (X1) has a
significant effect on Purchase Decision (Y), (3) Brand Image ( X2) has
a significant effect on Purchase Decision (Y), (4) Celebrity Endorser
(X1) and Brand Image (X2) has a significant effect on Purchase
Decision (Y).
.
A B S T R A K
Salah satu industri kosmetik lokal yaitu Pixy yang menggunakan
promosi produknya melalui Celebrity Endorser di Instagram. Citra
merek yang dimiliki Pixy memiliki citra yang baik yangmmembuat konsumen memutuskan pembelian produk Pixy.
Penelitian ini bertujuan untuk: mengetahui dan menganalisis
serta menjelaskan hubungan Celebrity Endorser dan Citra Merek
terhadap Keputusan Pembelian. Penelitian dilakukan dengan
menggunakan metode analisis jalur (Path Analysis) data
kuantitatif. Sampel dalam penelitian ini adalah Mahasiswi
Manajemen Universitas Buana Perjuangan Karawang angkatan
2017 pengguna lipstik Pixy sebanyak 80 Responden. Teknik
pengambilan Sampel yaitu Two Stage Cluster Samping yang
merupakan menggunakan 2 Teknik Probability Sampling yang
pertama Teknik Cluster Random Sampling dan yang kedua
Teknik Simple Random Sampling. Hasil menunjukkan bahwa (1)
Hubungan Celebrity Endorser (X1) terhadap Citra Merek (X2)
memiliki korelasi kuat (2) Celebrity Endorser (X1) berpengaruh
signifikan terhadap Keputusan Pembelian (Y), (3) Citra Merek
(X2) berpengaruh signifikan terhadap Keputusan Pembelian (Y),
(4) Celebrity Endorser (X1) dan Citra Merek (X2) terhadap
Keputusan Pembelian (Y) berpengaruh signifikan.
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