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Pengaruh Celebrity Endorser, Brand Image, dan Kepercayaan Konsumen terhadap Keputusan Pembelian Sepeda Motor Honda Vario di Kota Denpasar

Main Authors: Lini, Annis Kiswa; ABSTRACT The development of information technology can lead consumers to quickly find out information about the existence of a product. Companies are required to provide information about their products correctly so it gets a positive response from consumers. Marketing strategies do companies is to provide information to consumers through advertising. By using celebity endorsers in advertising is expected to attract the attention of consumers and increase awareness of products. The purpose of this study was to determine the effect of celebrity endorser, brand image, and consumer confidence in the purchase decision. The results based on multiple linear regression analysis showed that the celebrity endorser, brand image, and consumer confidence positive and significant impact on purchasing decisions. Keywords: celebrity endorser, brand image, consumer confidence, purchasing decisions, Nurcahya, I Ketut; Fakultas Ekonomi Universitas Udayana, Bali, Indonesia
Format: Article application/pdf eJournal
Bahasa: ind
Terbitan: Jurusan Manajemen Fakultas Ekonomi Universitas Udayana , 2014
Online Access: http://ojs.unud.ac.id/index.php/Manajemen/article/view/8969

Internet

http://ojs.unud.ac.id/index.php/Manajemen/article/view/8969

Lokasi

Koleksi E-Jurnal Manajemen Universitas Udayana
Gedung Perpustakaan Universitas Udayana
Institusi Universitas Udayana
Kota BADUNG
Provinsi BALI
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