Pengaruh Endorse Non Selebriti Dan Brand Image Terhadap Keputusan Pembelian Pada Fashion Muslim Hikayat Collection Pekanbaru

Fauzia, Sifa and Mardatillah, Annisa (2024) Pengaruh Endorse Non Selebriti Dan Brand Image Terhadap Keputusan Pembelian Pada Fashion Muslim Hikayat Collection Pekanbaru. Jurnal Ilmu Administrasi Bisnis dan Ilmu Sosial, 2 (1). pp. 17-29.

Text 10. Pengaruh Endorse Non Selebriti Dan Brand Image Terhadap Keputusan Pembelian.pdf - Published Version Download (4MB)

Abstract

his research aims to analyze the influence of non-celebrity endorsements and brand image on purchasing decisions for the Muslim Hikayat Collection fashion. This type of research uses a quantitative method approach. The research population was all 100 consumers at the Hikayat Collection. Data analysis techniques use validity tests, reliability tests, normality tests, multiple linear regression analysis tests, coefficient of determination tests, t tests and f tests. The research results show significant and positive results on purchasing decisions. The f test results show that non-celebrity endorsements and brand image jointly influence purchasing decisions.

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