Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Biore Body Wash (Studi Kasus Mahasiswa Manajemen Angkatan 2018 FEB Unisma)

Abstract

Abstract

 

This study aims to identify and analyze the influence of celebrity endorser, brand image and brand trust on purchasing decisions among management students of the Faculty of Economics and Business, Malang Islamic University. population and samples taken from management students totaling 85 people. data collection can be obtained through the distribution of questionnaires. This data analysis uses the help of SPSS. sampling using snowball sampling method and data testing methods used in this study include validity test, reliability test, classical assumption test, multiple linear regression test, and hypothesis testing.

The result of the analysis shows that celebrity endorsers have an effect on purchasing decisions. While brand image and brand trust have no effect on purchasing decisions

 

Keywords: Celebrity endorser, Brand image, Brand Trust, and Buying decision