Open AccessPengaruh Celebrity Endorsement, Brand Image dan Brand Trust Terhadap Keputusan Pembelian Produk
Author(s) -
Riska Gusti Rahmani,
Rinaldi Bursan
Publication year - 2022
Publication title -
jurnal bisnis dan manajemen
Language(s) - English
Resource type - Journals
eISSN - 2747-0032
pISSN - 1411-9366
DOI - 10.23960/jbm.v18i0.408
Subject(s) - brand image , nonprobability sampling , advertising , product (mathematics) , purchasing , psychology , influencer marketing , business , sociology , marketing , mathematics , marketing management , population , relationship marketing , demography , geometry
Cosmetics are products that women currently need to fulfill women's basic needs for beauty. SomeThinc is one of the skincare products in Indonesia that is quite famous on social media because many influencers promote skincare products and have good quality products to meet the needs of the younger generation in caring for their facial skin. This study was conducted to explain the effect of celebrity endorsement, brand image and brand trust on product purchasing decisions. Data was collected by distributing questionnaires to 100 respondents who met the criteria obtained by using the purposive sampling method. The analysis technique uses t-test, f test and determinant coefficient. The results of this study support the hypothesis proposed in the survey: celebrity endorsement has a positive effect on product purchasing decisions. Brand image has a positive impact on product purchasing decisions. Brand trust has a positive impact on product purchasing decisions.
Keywords: Celebrity Endorsement, Brand Image, Brand Trust, Buying Decision
Abstrak
Kosmetik merupakan produk yang saat ini sangat dibutuhkan oleh wanita untuk memenuhi kebutuhan dasar wanita akan kecantikan. Somethinc adalah salah satu skincare di Indonesia yang cukup terkenal di media sosial karena banyak influencer yang mempromosikan produk perawatan kulit dan memiliki kualitas produk yang baik untuk memenuhi kebutuhan generasi muda dalam merawat kulit wajah. Penelitian ini dilakukan untuk menjelaskan pengaruh celebrity endorsement, brand image dan brand trust terhadap keputusan pembelian produk. Data dikumpulkan melalui kuisioner pada 100 responden yang memenuhi kriteria menggunakan metode purposive sampling. Teknik analisis menggunakan uji t, uji f dan koefisien determinan. Hasil penelitian ini mendukung hipotesis yang diajukan dalam penelitian: celebrity endorsement berpengaruh positif terhadap keputusan pembelian produk. Brand image berpengaruh positif terhadap keputusan pembelian produk. Brand trust berpengaruh positif terhadap keputusan pembelian produk.
Kata kunci: Celebrity Endorsement, Brand Image, Brand Trust, Keputusan Pembelian