Pengaruh Celebrity Endorser Dan Pesan Iklan Di Televisi Terhadap Keputusan Pembelian Konsumen

(Studi Pada Konsumen Shampo Pantene Di Kota Denpasar Utara)

Abstract

Purchasing decisions are very important for companies to survive in an increasingly intense market. The purpose of this study was to determine the effect of celebrity endorsers and advertising messages on television on purchasing decisions of Pantene Shampoo in the City of North Denpasar, both racially and simultaneously. The population in this study were all consumers of Pantene Shampoo in North Denpasar City with a total sample size of 95 respondents using the accidental sampling method. The data analysis technique used multiple linear regression analysis. Based on the results of the analysis, it was found that celebrity endorsers and advertising messages on television had a positive and significant effect on the purchasing decision of Pantene Shampoo in the City of North Denpasar both partially and simultaneously. The suggestion in this research is that companies evaluate their marketing policies by looking at the celebrity endorser factor, advertising messages, purchasing decisions.