PENGARUH CITRA MEREK DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA SMARTPHONE OPPO (STUDI KASUS MASYARAKAT HUTA VI KELURAHAN LESTARI INDAH PERUMNAS BATU 6)

Abstract

The purpose of this research are: 1. To determine the description of brand image, celebrity endorsement, and purchasing decisions of Smartphone Oppo. 2. To determine the effect of brand image and celebrity endorsement on purchasing decisions of Smartphone both simultaneously and partially. This research is done by using the design of library research and field research. The sample in the study were community the Huta VI of Lestari Indah village perumnas batu 6 who use Oppo Smartphone totaling 35 people. The types of data used in this study are qualitative data and quantitative data. Data sources use primary data and secondary data. Data collection techniques are carried out by questionnaires, interviews and documentation. This research instrument test is validity test and reliability test. The data analysis techniques used were normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this research can be concluded as follows: 1. Brand image, celebrity endorsement, and purchasing decisions are good. 2. The results of the regression analysis show that there is positive influence between brand image and celebrity endorsement on purchasing decisions either simultaneously and partially. 3. The results of the correlation coefficient analysis show that there is moderately high correlation between brand image and celebrity endorsement with purchasing decisions. The level of purchasing decisions can be explained by brand image and celebrity endorsement. 4. The results of the hypothesis test state that H₀ is rejected, meaning that there is positive and significant influence between brand image and celebrity endorsement on purchasing decisions either simultaneously and partially.