Pengaruh Celebrity Endorser, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Lokal Erigo (Studi Pada Mahasiswa FEB UNISMA Angkatan 2018-2019 Pengguna Shopeee)

Abstract

Abstract`

 This study aims to determine and analyze how much influence the Celebrity Endorser, Price, Purchase Decision on Erigo local products have on FEB UNISMA students in the 2018-2019 class. By using quantitative analysis methods with Explanatory Research and using multiple linear regression. Determination of the sample using purposive sampling with a sample of 80 respondents. The results of the research partially show that: 1. There is a positive and significant influence on Celebrity Endorser's purchasing decisions for Erigo products, 2. Price has a positive and significant influence on the purchasing decisions of Erigo products, 3. There is a product effect on purchasing decisions for Erigo 4.Celebrity products. Endorser, price, product quality have a positive and significant effect on purchasing decisions for Erigo products. All independent variables have a simultaneous influence on the Purchase Decision. Keywords: Celebrity Endorser, Price, Product Quality, and Purchase Decision