Marza, Muthia (2023) Pengaruh Celebrity Endorsement Di Sosial Media Instagram Dan Brand Image Terhadap Keputusan Pembelian Pada Toko Oleh-oleh Viera Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim of determining the influence of celebrity endorsement and brand image on purchasing decisions at Toko Ole - Oleh Viera Pekanbaru. The sampling technique used in this study is using proportional sampling. Researchers took a sample of 90 samples by distributing questionnaires to the respondents. The methods used are descriptive analysis and Multiple Linear Regression Analysis. The results of the study found that (1) Simultaneously celebrity endorser and brand image have a positive and significant effect on purchasing decisions, (2) Partially celebrity endorsers have a positive and significant effect on purchasing decisions and (3) Partially brand image has a positive and significant effect on purchasing decisions.

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