Pengaruh Harga dan Celebrity Endorsement terhadap Keputusan Pembelian Produk

Abstract

This study was conducted to determine the impact of price and celebrity endorsements on product purchase decisions at Sing Demen Ruet Clothing Distro. This study was conducted at clothing distribution Sing Demen Ruet located on Jl. Nusa Indah No. 18, Denpasar. The population of this study was Sing Demen Ruet clothing distribution visitors. The sample used in this study was 100 respondents identified by random sampling method. Data analysis techniques used in this study are validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, t test and F test. Based on the research results, it can be seen that: (1) Price has a positive and significant effect on a purchase decision (2) Celebrity endorsements have a positive and significant impact on a purchase decision (3) Awards and endorsements by Celebrities have a positive and meaningful impact on purchasing decisions. The level of influence of the independent variables on the purchase decision is 54.2%.