PENGARUH KUALITAS PRODUK, HARGA DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO

Abstract

This research aims to examine the influence of product quality, price and celebrity endorser on purchasing decisions at School of Economics Indonesia (STIESIA) Surabaya.The population in this research is all the STIESIA Surabaya students who use VIVO smartphone products. The sampling technique using purposive sampling with the number of samples as many as 100 respondents. The analysis method that been used is multiple linear regression analysis with using SPSS 20 (Statistical Product and Service Solutions) application tool.The results showed that product quality had a significant and positive influence on purchase decision with regression coefficient of 0.363 and significance level 0.000. Price variables have a significant and positive influence on purchasing decisions with regression coefficient of 0.189 and significance level of 0.001. Variable celebrity endorser has a significant and positive influence on purchasing decision with regression coefficient equal to 0,159 and significance level 0,002. Simultaneously, the independent variable has a significant influence on the dependent variable with a significance level of 0.000.
Keywords : Product quality, price, celebrity endorser and purchase decision