Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Toko Oleh-Oleh Nadhira Napoleon Cabang Jl. Kh Nasution Simpang Tiga Bundaran Bandara Pekanbaru

Ramadani, Despita Nika (2022) Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Toko Oleh-Oleh Nadhira Napoleon Cabang Jl. Kh Nasution Simpang Tiga Bundaran Bandara Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study uses two variables, namely Celebrity Endorser as the independent variable (X) and Purchase Decision as the dependent variable (Y). This research was conducted with the aim to determine the effect of celebrity endorser on purchasing decisions at the Nadhira Napoleon Souvenir Shop, Jl. KH Nasution Simpang Tiga Pekanbaru Airport Roundabout. The hypothesis of this study is that there is an influence of celebrity endorser on purchasing decisions at the Nadhira Napoleon Souvenir Shop, Jl. KH Nasution Simpang Tiga Pekanbaru Airport Roundabout. To determine the effect of these variables, indicators of celebrity endorser variables are used, namely attractiveness, trust, and expertise. Then the indicators on purchasing decisions are product choice, brand choice, purchase channel choice, purchase time, and number of purchases. The data obtained in this study through observation, questionnaires, and interviews. In this study, the researcher used a purposive sampling technique with a total sample of 96 respondents. Then in the data processing technique used simple linear regression, hypothesis testing (T test), R² test using SPSS V22. Based on the analysis using simple linear regression statistical method Y = 22.534 + 0.442X which shows the influence of celebrity endorser (X) on purchasing decisions (Y) is positive. Furthermore, the results of hypothesis testing, T test of 1.984 with a significance of 0.000. The obtained t table is 1.689 in other words T count is greater than T table (4.222 > 1.689). So it can be concluded that Ho is rejected and Ha is accepted, in other words the independent variable (X) has a partial effect on the dependent variable (Y). And in the Coefficient of Determination test (R²) it was concluded that R² was 0.221 or 22.1%. This means that the Celebrity Endorser variable affects the Purchase Decision at the Nadhira Napoleon Souvenir Shop, Jl. KH Nasution Simpang Tiga Bundara Pekanbaru Airport 22.1% and 77.9% influenced by other variables not taken in this study.

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