PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN YOGYAKARTA PADA PRODUK OLEHOLEH JOGJA SCRUMMY

PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN YOGYAKARTA PADA PRODUK OLEHOLEH JOGJA SCRUMMY

• By Dewa, Chriswardana Bayu;
• Jurnal Nasional Tidak Terakreditasi
• 312
• 1-9

This study aims to determine whether the celebrity endorser
became one of the factors that influence consumer purchase
decisions, especially consumers in Indonesia in general and in
Yogyakarta in particular. The data in this study were obtained by
distributing questionnaires to 100 respondents in each outlet Jogja
scrummy. The data used are primary data sampling technique used
is non-probability sampling. The hypothesis was tested using the
program Structural Equation Model (SEM). The results showed
that the celebrity endorsement positive influence on purchase
decisions.

• Katakunci celebrity endorser, purchase decision.
• URL http://jurnalfe.ustjogja.ac.id
• Penerbit ,

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