ANALISIS PENGARUH CELEBRITY ENDORSER DAN KEINOVATIFAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN, SERTA CITRA MEREK DAN NILAI UTILITARIAN SEBAGAI VARIABEL INTERVENING. (STUDI PADA PENGGUNA PROVIDER SELULER XL DI SEMARANG)
Abstract: This study aims to
explain the influence of celebrity endorser and product innovativeness in order
to influence purchasing decision, which brand image and utilitarian value are
used as intervening variables between celebrity endorser and product
innovativeness to purchasing decision XL provider in Semarang. This research
was conducted by taking samples using purposive sampling technique. The
collection of data obtained from 100 XL users in Semarang by giving questionnaires which consist of
open and closed questions. The analysis technique used in this research is
Multiple Linier Regression of SPSS 23 program. The first regression to analyze
the effect of celebrity endorser on brand image. The second regression to
analyze the effect of product innovativeness to utilitarian value, while the
third regression to analyze effect of brand image and utilitarian vaue on
purchase decision. The result show that celebrity endorser has positive and
significant impact on brand image. Product innovativeness has positive and
significant impact on utilitarian value. Brand image and utilitarian value also
have positive and significant impact on purchasing decision.
Keywords: celebrity endorser,
brand image, product innovativeness, utilitarian value, purchasing decision
Penulis: Anastania Shafira,
Augusty Tae Ferdinand
Kode Jurnal: jpmanajemendd170360
