Pengaruh Celebrity Endorser, Brand Image, dan Harga terhadap Keputusan Pembelian pada Produk (Studi Iklan Shampo pro Versi Raline Shah pada Mahasiswa FISIP USU Medan)

Abstract

This research is based on intense competition in business nowadays .The emergence of innovative products requires companies to improve marketing strategies that consumers are interested to purchase the product. One of the industries that experienced the intense competition is industry shampoo. Some of the marketing strategies that can be done is a celebrity endorser company, brand image and price. This research aims to know the effect of variable celebrity endorser, brand image and price towards purchase desicion of Pantene products. The population in this research were students of the Faculty of Social and Political Sciences, University of Sumatera Utara. Data collected through questionnaires methods against 100 respondents. Sampling technique in this research is nonprobability sampling with purposive sampling approach and incidental sampling. This type of data is primary data and secondary data. Analysis technique used was multiple linear regression. Using the Ttest ,F test and the coefficient of determination R2 to test the hypotheses of the research. Hypothesis testing using t-test showed that brand image and price variable proven significant positive effect on purchase decisions on products Pantene. While the variable celebrity endorser is not proven effect on purchase decisions on products Pantene. F test shows that there is significant effect between the variables celebrity endorser, brand image, and prices towards purchase decisions of Pantene Products. Figures Adjusted R Square of 0.412 indicates that 41.2% effect of independent variables (celebrity endorser, brand image and price) on the dependent variable (purchase decisions). While the remaining 58.8% is influenced and explained by other variables not included in this research model