PENGARUH CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PEMBALUT WANITA CHARM
Abstract: Competition in the
industry of sanitary napkins which more competitive, demanding produsen
sanitary napkins for
complied consumer needs and
rule of domestic
market share, both
with give best quality
so that showing
positive brand image
and choose actractive celebrity
endorser so can
stimulate consumer to buy
product. The aim
of this study
is to analysis
and discuss influence brand image and celebrity endorser
to the purchase decision Charm women
sanitary napkins. This
study is conclusive
research. Respondents in this study is Senior and Vocational High School
who buy and used
Charm sanitary napkins
and even see
an advertising Charm with
JKT48 as celebrity
endorser. The sample
is 165 respondents with
use purposive sampling
technique and questionnaire conducted
in Southern Surabaya.
Measuring instruments used multiple linier regression analysis. The result show brand image
and celebrity endorser
has significant influence
in a parsial against purchase
decision.
Penulis: AYU KUSUMA MELATI, WIDYASTUTI
Kode Jurnal: jpmanajemendd140961
