PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK GREENLIGHT (Studi Kasus Pada Mahasiswa Fakultas Ekonomi & Bisnis Universitas Islam Malang)

Abstract

ABSTRACTION The purpose of this study was to describe Celebrity endorser and Brand Image on purchasing decisions, and to determine the influence of Celebrity endorser and Brand Image on purchasing decisions partially or simultaneously. This research method uses quantitative methods. This type of research is explanatory research.The sample of this study is the Unisma Students of the Faculty of Economics and Business using nonprobability sampling, which is as many as 83 respondents. Data collection method uses questionnaire. The analytical method used in this study is multiple regression analysis with SPSS 14.0 for windows.The results of this study indicate that: (1) There is a positive and significant influence of Celebrity endorser on the decision to purchase Greenlight products. (2) There is a positive and significant influence on Brand Image on the purchase decision of Greenlight products. (3) There is a simultaneous and significant influence on Celebrity endorser and Brand Image on purchasing decisions for Greenlight products. Keywords: Celebrity Endorser, Brand Image and Purchase Decision.