ENGARUH HARGA DAN CELEBRITY ENDORSER TERHADAP PROSES KEPUTUSAN PEMBELIAN TOP COFFEE

Abstract

Efforts in order to influence and to persuade the customer can be carried out in various ways e.g. by
initiating a communication with the market through the advertisement and the determination of
appropriate price. The form of communication which is normally used by companies to initiate
communication with their customers is advertising as one of the elements of promotion. The purpose of
this research is to find out the influence of price variable and Celebrity Endorser to the process of
purchasing decision. The population is the students of STIESIA Surabaya who have ever watched the
commercial of TOP Coffee Iwan Fals version, the sample collection technique has been carried out by
using the purposive sampling method and 44 respondents have been selected as samples. The multiple
regressions analysis is used as the analysis technique. The result of the test describes that price and
Celebrity Endorser has influence to the process of purchasing decision. This condition describes that
these variables are feasible to be used as the research model. This result also reflects that these two
models have significant influence to the process of purchasing decision of the Top Coffee product. The
result is supported by the acquisition of correlation coefficient is 81.3% which describes that the
correlation between price variables and Celebrity Endorser to the process of purchasing decision of Top
Coffee product is firm. The result of partial test describes that partially the variables which are used in
this research model each them has positive and significant influence to the process of customer
purchasing decision.

Keywords: Price, Celebrity Endorser, and the Process of Purchasing Decision