PENGARUH ENDORSER SELEBRITAS, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MIE SEDAP WHITE CURRY (Studi Pada Konsumen Mie Sedap White Curry di Lingkungan Kampus Unisbank Semarang)
| Main Authors: | Destiyawan Rizki Nugroho, 13.05.51.0184, Rizal R, Alimuddin |
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| Format: | Article info eJournal |
| Terbitan: |
Students' Journal of Economic and Management
, 2017
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| Online Access: |
http://www.unisbank.ac.id/ojs/index.php/fe7/article/view/5312 |
Daftar Isi:
- The research had an intention to examine the influences of celebrity endorser, brand image, price perception of purchasing decision. The population of this research is the customer of white curry noodle product with the total sample of 100 correspondents that has been taken by purposive sampling technique.The research study of this final project proposes three hypothesis that been tested using linier regression with data processing program spss. Based on that statistical experimentation, I got a result that :celebrity endorser have positive and significant impact on purchasing decision, brand image have positive and significant impact on purchasing decision, price perception have positive and significant impact on purchasing decision . In conclusion should noodle product continue to improve and maintain celebrity endorser,brand image,price perception to keep customer believing and to be loyal customerDAFTAR PUSTAKA Aaker, D. A. 1997. Manajemen Ekuitas Merek, Spektrum, Jakarta. 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