The Influence of Celebrity Endorsement, Green Brand Image and Green Product Quality on Decisions to use Sharia Banking Product

Dimas Handoyo Putro; Nurwahidin Nurwahidin; Eko Tama Putra Saratian

doi:10.55927/jfbd.v3i1.8602

Authors

Dimas Handoyo Putro Universitas Indonesia
Nurwahidin Nurwahidin Universitas Indonesia
Eko Tama Putra Saratian Universitas Mercu Buana

DOI:

https://doi.org/10.55927/jfbd.v3i1.8602

Keywords:

Celebrity Endorsement, Green Brand Image, Green Product Quality, Using Decisions, Sharia Banking Product

Abstract

This research aims to analyze the influence of Celebrity Endorsement, Green Brand Image, and Green Product Quality on Decisions to Use Sharia Banking Products. The population in this study who had used sharia banking products. Sampling used Non-Probability sampling with Purposive Sampling technique, with a sample size of 120 respondents. The data analysis method in this research uses the Partial Least Square (Smart-PLS) program version 3.0. The research results prove that (1) Celebrity Endorsement has a positive and significant effect on Using Decisions, (2) Green Brand Image has a positive and significant effect on Using Decisions, and (3) Green Product Quality has a positive and significant effect on Using Decisions.

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