PENGARUH KUALITAS PRODUK, CELEBERITY ENDORSER DAN HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN SHAMPO PANTENE

Abstract

This research aims to determine the influence of product quality variables, celebrity endorser, and price to the purchasing decision process. Where independent variables consisting of product quality, celebrity endorser, and price influenced the buying decision process as the dependent variable. This research was conducted in Gubeng market Surabaya. The data collection method in this research is with questionnaires filled by respondents ie consumers in the Gubeng market Surabaya who by chance met with researchers. Sampling by sampling technique used accidental sampling.
The result of the f test shows that the influence is used as the research model together with the purchase decision process of Pantene Shampo in Gubeng market Surabaya is significant. This is supported by the result of r² test showing the influence of the product quality variable, celebrity endorser, and price to decision process in purchasing Pantene Shampo in Gubeng market Surabaya. While the results of the t test or partial test shows how large the significance value of all independent variables partially influenced significantly to the dependent variable.
Keywords: product quality, celebrity endorser, price, purchasing decision process.