PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI SURABAYA

Abstract

At this time, Celebrity endorser in Indonesia shows a significant development from year to year. Therefore, the company must continue to grow in advertise products as attractive as possible in order to meet the needs of customers in this advanced era. OPPO smartphone is the one that continues to grow to be one of the best in the field of consumer electronics in middle and upper consumer lifestyles, providing a wide variety of mobile phone needs. This research is aimed at knowing and analyzing Celebrity Attractiveness, Celebrity Trustworthiness, Celebrity Expertise, Adperception to Buying Decision from OPPO smartphone customer in Surabaya the sample used in this research is based on data from 114 responden who have sex male and female domiciled in Surabaya, with age limit 18-50years for processing and analyzing data in this research is by using SPSS as a software to process data. Analysis result shows that SPSS with software 22.0 as software to process data. The empirical findings indicate that the effect of Adperception on Buying Decision has the highest regression coefficient with a value of 0.668. Celebrity Trustworthiness has an effect on Adperception with regression coefficient of 0.467. Celebrity Expertise has an effect on Adperception with regression coefficient of 0.299. Celebrity Attractiveness has an effect on Adperception with regression coefficient of 0.185