Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Produk Fashion Muslim Lozy Hijab
DOI:
https://doi.org/10.26740/jekobi.v6n1.p21-31Keywords:
celebrity endorser, brand image, purchase decision, fashion muslimAbstract
The Muslim fashion trend is growing and expanding to various levels of society. This study aims to examine the effect of celebrity endorser and brand image to purchasing decision for fashion muslim product by Lozy Hijab. Population of this study is Surabaya teenagers aged 15-35 years old and have bought or custumer of Lozy Hijab. This study used quantitative approach methode with using likert scale as measurement and multiple linear regression analysis techniques. Based on T test and F test that has been done shows that celebrity endorser and brand image partially and simultaneously have a significant effer on consumer purchasing decision. Besed on th coefficient of determination R2 shows that the variables of celebrity endorser and brand image have an influence of 31,4% on the consumer purchasing decision.
References
Al-Quran dan terjemahannya, Departemen Agama RI.
Afshan, G., Khan, S. B., Aslam, I., & Ewaz, L. (2018). The Effect of Celebrity Endorsement on Customer Purchase Intention: A Comparative Study. Curr. Eco. Man. Res, 4(1), 1-10.
Amalia, R. N., Dianingati, R. S., & Annisaa’, E. (2022). Pengaruh Jumlah Responden terhadap Hasil Uji Validitas dan Reliabilitas Kuesioner Pengetahuan dan Perilaku Swamedikasi. Generics: Journal of Research in Pharmacy, 2(1), 9–15. https://doi.org/10.14710/genres.v2i1.12271
Arifin, M. B. S. (2018). Endorsement Dalam Perspektif Islam. Tesis, Pascasarjana Universitas Islam Negeri Sunan Ampel. Surabaya.
Fitaloka, Ekasari, R., & Arif, D. (2020). Pengaruh Celebrity Endorses, Persepsi Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Jilbab. IQTISHADequity Jurnal MANAJEMEN, 1(1), 1–7. https://doi.org/10.51804/iej.v1i1.345
Gresnia Arela Febriani. (2022). Kisah Andesni Hirda, Wanita Muda Di Balik Sukses Lozy Hijab. https://wolipop.detik.com/hijab-profile/d-6220090/kisah-andesni-hirda-wanita-muda-di-balik-sukses-lozy-hijab. Diakses 15 Desember 2022.
Gozali, Imam. 2012. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 20. Undip. Semarang.
Gozali, Imam 2008. Model Persamaan Structural Konsep & Aplikasi Dengan Program SPSS Ver.5.0. Undip. Semarang.
Jayanti, S. E., & Siahaan, R. (2021). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Lipstik PIXY Mahasiswi STIE Bina Karya. Jurnal Muhammadiyah Manajemen Bisnis, 2(1), 37. https://doi.org/10.24853/jmmb.2.1.167-172
Kotler, P., K.L. Keller. (2009). Manajemen Pemasaran Jilid 1, Edisi ke-13. Jakarta: Erlangga
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara : Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795
Muhidin, Sambas Ali, dan Maman Abdurrahman. 2017. Analisis Korelasi, Regresi, dan Jalur Dalam Penelitian Dilengkapi Dengan Aplikasi Program SPSS. Bandung. CV Pustaka setia.
Rakhmawati, I. Y., & Sudarwanto, T. (2021). Pengaruh Citra Merek dan Kelompok Referensi Terhadap Keputusan Pembelian Produk Shake Herbalife. Jurnal Pendidikan Tata Niaga (JTPN), 9(2), 1244–1250.
Ramadhani, I., & Nadya, P. S. (2020). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Fesyen Muslim Hijup. Prosiding Konferensi Nasional Manajemen Dan Akuntansi (KNEMA), 1177.
Rosita, D. (2021). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Produk Wardah pada Konsumen Mahasiswa. 04(September), 494–505.
Schiffman, Leon., & Kanuk, Leslie Lazar. 2008. Costumer Behavior Edition (Perilaku Konsumen). Jakarta: PT Indeks.
Wibowo, B. . (2018). Jurnal Bisnis Teori dan Implementasi,. Jurnal Bisnis Teori Dan Implementasi, 9(1), 13–21.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Suci Rahmatillah, Sri Abidah Suryaningsih
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract views: 601
,
PDF Downloads: 905
