Pengaruh Celebrity Endoser dan Brand Image Terhadap Keputusan Pembelian Studi Kasus Pada Konsumen Distro Electrica Panda Medan

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Di Distro Electrica Panda.Metode penelitian yang dilakukan adalah penelitian asosiatif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan pengamatan (Observation), dengan daftar pertanyaan (questionnaire). Sampel dalam penelitian ini adalah konsumen yang melakukan pembelian minimal Rp. 100.000 di Distro Eletrica Panda dalam kurun waktu 1 bulan ( Jumat, Sabtu, Minggu) selama 12 hari berjumlah 84 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Pengolahan data menggunakan perangkat lunak SPSS versi 21, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel Celebrity Endorser tidak mempengaruhi Keputusan Pembelian di Distro Eletrica Panda.(2) secara parsial variabel Brand Image mempengaruhi Keputusan Pembelian di Distro Eletrica Panda.(3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel Celebrity Endorser dan Brand Image mempengaruhi Keputusan Pembelian di Distro Eletrica Panda.

The research objective was to determine and analyze the influence of Celebrity Endorser and Brand Image on Purchasing Decisions at Electrica Panda Distro. The research method used was associative research, where variables were measured by a Likert scale. The test method is done by observation (observation), with a list of questions (questionnaire). The sample in this study were consumers who made a minimum purchase of Rp. 100,000 at Eletrica Panda Distro within 1 month (Friday, Saturday, Sunday) for 12 days plus 84 people. Sampling with a saturated sampling method or better known as a census. Data processing using SPSS software version 21, with descriptive analysis and hypothesis testing multiple regression analysis. The results showed that: (1) partially the Celebrity Endorser variable does not affect the Purchase Decision at Eletrica Panda Distro. (2) partially the Brand Image variable affects the Purchasing Decision at Eletrica Panda Distro. (3) Simultaneously, there is a positive and significant influence between Celebrity Endorser and Brand Image variables that affect Purchasing Decisions at Eletrica Panda Distro.