ANALISIS PENGARUH CELEBRITY CREDIBILITY, CELEBRITY ATTRACTIVENESS, CONGRUENCY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK DAMN! I LOVE INDONESIA DI SURABAYA
Abstract
The development of the growing fashion industry also has an effect in
Indonesia. It is also used by celebrities in Indonesia to build their business,
especially in the fashion industry. In addition celebrity using their image as
celebrity to endorser their products and brand. Therefore, this study aims to
analyze the influence of celebrity credibility, celebrity attractiveness, congruency
and brand image towards purchase decision with using object DAMN! I Love
Indonesia. The result of this study can be used by DAMN! I Love Indonesia to
develop the best strategy in order to increase purchasing product DAMN! I Love
Indonesia.
This study uses quantitative approach with Structural Equation Modeling
(SEM) technique and AMOS 16.0 software. Questionnaires were distributed to
122 respondents who used as a sample in this study using non probability
sampling and snowball sampling’s method.
The results of this study shows that variable brand image has significant
positive effect on variable purchase decision with coefficient regression number
0.400, variable brand image be influenced by another variable such as variable
celebrity attractiveness with coefficient regression number 0.314, variable
congruency with coefficient regression number 0.261 and variable celebrity
credibility with coefficient regression number 0.202. Another variable that has a
positive significant positive effect toward the variable purchase decision is
variable celebrity credibility with coefficient regression number 0.213 and
celebrity attractiveness with coefficient regression number 0.200. Whereas for
variable congruency just has a insignificant positive effects towards variable
purchase decision with coefficient regression number 0.063.
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