The Influence of Celebrity Endorsements, Brand Image and Price Perceptions on Erigo Product Purchase Decisions by Students of the Faculty of Economics and Business UPN "Veteran" East Java
DOI:
https://doi.org/10.55927/ministal.v2i3.4944Keywords:
Celebrity Endorser, Brand Image, Price Perceived, Purchase DecisionAbstract
Muhammad Sadad launched the local clothing brand Erigo in 2011. Erigo manufactures a variety of goods, including apparel, purses, jeans, and coats. This research attempts to ascertain how celebrity endorsers, brand perception, and pricing perception affect students at the Faculty of Economics and Business UPN "Veteran" East Java's choices to buy Erigo products. In this work, structural equation modeling (SEM) and the analytic program partial least squares (PLS) were used for data analysis. According to the study's findings, celebrity endorsements, brand image, and pricing perceptions all have a favorable and substantial impact on consumers' decision-making.
Downloads
References
Budiarto, W., & Indrawati, M. (n.d.). Pengaruh Kualitas Produk dan Kepercayaan Pelanggan terhadap Kepuasan Pelanggan Pada PT PAL Indonesia (Persero) Surabaya Melalui Keputusan Pembelian. Jurnal Manajerial Bisnis.
Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Produk Cokelat Monggo di Yogyakarta. Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 409–418.
Ikawati, Kartina, & Theresia, M. (2021). The Effect of Celebrity Endorsers and Advertising Attractiveness on Brand Image and Purchase Decisions for Tokopedia Application Users in Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 461–471.
Kotler, P., & Keller, K. L. (2018). Perilaku Konsumen (Sikap dan Pemasaran). CV Penerbit Qiara Media.
Kotler, & Philip. (2012). Manajemen Pemasaran. Salemba Empat.
Kotler, Philip, & Armstrong. (2016). Dasar-Dasar Pemasaran. Erlangga.
Kotler, Philip, & Armstrong, G. (2015). Dasar-Dasar Pemasaran. Prenhalindo.
Krisdayanto, I., & Haryono, A. (2018). Analisis Pengaruh Harga, Kualitas Pelayanan, Fasilitas, dan Lokasi terhadap Kepuasan Konsumen di I Cafe Lina Putra Net Bandungan. Journal of Management, 4(4).
Lupiyoadi. (2008). Manajemen Pemasaran Jasa. Salemba Empat.
Mahendra, H. A. I., & Putri, K. A. S. (2022). Peran Endorser Selebriti, Citra Merek, dan Kepercayaan Merek Terhadap Keputusan Pembelian Produk Pakaian Erigo (Studi Pada Mahasiswa di Kota Malang). Journal of Business and Applied Management, 15(1), 19–34.
Nagle, & Hogan, J. (2006). The Strategic and Tactics of Pricing: A Guide to Growing More Profitably. Pearson Prentice Hall.
Rosad, & Suparyanto. (2015). Manajemen Pemasaran. In Media.
Sugilar, H., Priatna, T., & Darmalaksana, W. (2019). Strategi Perguruan Tinggi dalam meningkatkan Publikasi Hasil Penelitian. Al-Fikrah: Jurnal Manajemen Pendidikan, 7(1), 45–50.
Suhardi, & Irmayanti. (2019). Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen. Jurnal Inspirasi Bisnis dan Manajemen. Jurnal Inspirasi Bisnis Dan Manajemen, 3(1).
Tjiptono, & Fandy. (2008). Strategi Pemasaran. CV Andi Offset.
Yayan. (2019). Pengaruh Kualitas Produk, Harga Dan Lokasi Terhadap Keputusan Pembelian Di Toko Hepi Fashions Branded Cikarang Pusat Bekasi. 1–19.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Raisha Dellania Widiyan, Siti Aminah
This work is licensed under a Creative Commons Attribution 4.0 International License.
