PENGARUH HARGA, PROMOSI, DAN CELEBRITY ENDORSEMENT TERHADAP MINAT PEMBELIAN JASA FOTOGRAFI DI ARGANI PHOTOGRAPHY SELAMA MASA PANDEMI COVID-19

Abstract

A human life that starts with simplicity nowadays becomes much easier as there is digital technology assistance that developed rapidly. This simplicity and practicality indeed easier every life aspect. Therefore, this research aimed to find out the effect of price, promotion, and celebrity endorsement on purchasing intentions at Argani Photography. Furthermore, the research was quantitative. The population was Surabaya citizens who had purchase intentions using Argani Photography. Additionally, the data collection technique used a probability sampling technique, in which each member of the population had the same chance to be chosen as a sample. Meanwhile, the sampling technique used simple random sampling. In line with that, there were 100 samples of people. Moreover, the data were primary with questionnaires as the instrument. The questionnaires were distributed massively by using the Likert scale. The data analysis technique used multiple linear regression with SPSS 25. As the result, it concluded that price had a significantly positive effect on purchasing intentions. Likewise, the promotion had a significantly positive effect on purchasing intentions. However, celebrity endorsement had a positive but insignificant effect on purchasing intentions.