PENGARUH CELEBRITY ENDORSER DAN PROMOTION YANG DIMEDIASI MINAT BELI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to determine the influence of celebrity endorsed and promotion which is mediated by buying interest as the intervening variable on purchasing decisions. The population is all students of School of Economics Indonesia (STIESIA) Surabaya who have ever bought products from Oppo Camera Phone. The sampling technique has been done by using purposive sampling and 100 respondents have beem selected as samples. The analysis techniques has been done by using path analysis. The result of the test shows that celebrity endorsed does not have any direct influence to the purchasing decisions, promotion has positive and significant influence to the purchasing decision. Celebrity endorsed has positive and significant influence to the buying interest, and buying interest has positive and significant influence to the purchasing decision The results indicate that buying interest can mediate the influence of celebrity endorse and promotion to the purchasing decisions. The magnitude of indirect influence to the purchasing decisions which is mediated by buying interest is larger than the magnitude of the direct influence of celebrity endorse to the purchasing decision. Meanwhile, the magnitude of direct influence of promotion to the purchasing decision is greater than the magnitude of the influence of promotion to the purchasing decision which is mediated by buying interest.

Keywords: Celebrity endorsed, promotion, interest buy, purchase decision and Oppo camera phone.