| dc.description.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 | en_US |
