Pengaruh Celebrity Endorser dan Brand Association terhadap Keputusan Pembelian Shampo Rejoice Hijab 3in1 (Studi Kasus Pada Konsumen Toko Rahma Kota Malang)

Abstract

ABSTRACKCompanies often use celebrities to support their products in advertisements compared to celebrity endorsers. A celebrity has a popularity, physical attractiveness, sexual attraction, courage, talent, authority or power that can be used as a lure for consumers to buy products that can increase sales. Another way that can be done to emphasize the differentiating base is through brand association (X2 ) with Fatin Shidqia Lubis as endorser of shampoo rejoice 3in1 because Fatin is an inspirational female figure who can inspire hijabers in Indonesia to continue to make achievements even with hijab.This study is to determine the direct effect of celebrity endorser (X1) and brand association (X2) on purchasing decisions (X3) Rejoice hijab 3in1 shampoo. The purpose of this study: a) To determine the effect of Celebrity Endorser on purchasing decisions b) To determine the effect of Brand Association on purchasing decisions c) To determine the effect of Celebrity Endorser and Brand Association, together on purchasing decisions. This type of research is used explanatory. The sample in this study took 100 respondents. The analytical method used with multiple linear analysis tests, classical assumptions along with the F test and t test. The results in this studyshow that Celebrity endorsers have a significant effect on purchasing decisions, Brand association has a significant effect on purchasing decisions and Celebrity endorser and Brand association together has a significant effect on purchasing decisions.Keywords: Celebrity Endorser and Brand Association and purchase decision