PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP NIAT BELI SEPEDA MOTOR HONDA VARIO 125 DI KOTA DENPASAR
ABSTRACT: The purpose of this
study is (1) to determine the effect celebrity endorser influence on purchase
intentions Honda Vario 125 in Denpasar, (2) to determine the effect of brand
image influence on purchase intentions Honda Vario 125 in Denpasar and (3) to
determine the effect of product quality influence on purchase intentions Honda
Vario 125 in Denpasar. This research was conducted in Denpasar with data
analysis techniques multiple linear regression. The number of samples obtained
by using purposive sampling method is a total of 110 respondents. Based on the
results of the analysis can be concluded Celebrity endorsers, brand image and
product quality and significant positive effect partially on purchase intention
Honda Vario 125 in Denpasar. This indicates that the Celebrity endorsers, brand
image and product quality may increase purchase intention Honda Vario 125 in
Denpasar.
KEYWORDS: celebrity endorser,
brand image, quality products, intention buy
Penulis: Made Andi Kusuma, I
Wayan Santika
Kode Jurnal: jpmanajemendd170099
