Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Wisatawan Yogyakarta Pada Produk Oleh-oleh Jogja Scrummy
Year: 2018
Type: article
Study design: Observational Study
Abstract: This study aims to determine whether the celebrity endorser became one of the factors that influence consumer purchase decisions, especially consumers in Indonesia in general and in Yogyakarta in particular.The data in this study were obtained by distributing questionnaires to 100 respondents in each outlet Jogja scrummy.The data used are primary data sampling technique used is non-probability sampling.The hypothesis was tested using the program Structural Equation Model (SEM).The results showed that the celebrity endorsement positive influence on purchase decisions.
Source: Jurnal Manajemen
DOI: 10.26460/jm.v8i1.539
Author: Chriswardana Bayu Dewa
Language: Malay
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2942297752