Pengaruh Celebrity Endorsement Instagram Dan Brand Image Terhadap Keputusan Pembelian Pada Nadhira Napoleon Cabang Sudirman

Nada, Hutri (2022) Pengaruh Celebrity Endorsement Instagram Dan Brand Image Terhadap Keputusan Pembelian Pada Nadhira Napoleon Cabang Sudirman. Other thesis, Universitas Islam Riau.

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Abstract

THE EFFECT OF CELEBRITY ENDORSEMENT INSTAGRAM AND BRAND IMAGE ON PURCHASE DECISIONS AT NADHIRA NAPOLEON SUDIRMAN BRANCH BY: HUTRI NADA 185210228 The purpose of this study was to determine and analyze whether there is an influence between Celebrity Endorsement and Brand Image on the Purchase Decision of Nadhira Napoleon's cake shop products. The research method used in this study is a qualitative descriptive method with the process of collecting primary data through survey methods and distributing research questionnaires in the form of google forms which are responded to by research respondents. The sample in this study were consumers from Nadhira Napoleon's cake shop who bought and found information on product sales through Instagram social media owned by Nadhira Napoleon's cake shop. The sampling technique used is the purposive sampling technique with a total sample of 100 respondents. The data processing and analysis method used in this study is the Liket Scale Method, Multiple Linear Regression, Coefficient of Determination, T partial test and simultaneous F test. The results of this study indicate that there is a positive and partially significant influence between Celebrity Endorsements on Purchase Decisions, Brand Image on Purchase Decisions, and simultaneously Celebrity Endorsement and Brand Image have a positive and significant effect on Purchase Decisions.

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