PENGARUH DAYA TARIK KREDIBILITAS DAN KEAHLIAN ENDORSER TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO

Abstract

The efforts to influence customers can be done in various ways; one of the ways is by establishing communication with the market through advertising. The form of communication which is commonly used by the company in order to establish communication with their customers is carried out by advertising as one of the elements of promotion. The purpose of this research is to find out the influence of endorser attractiveness, endorser credibility, and endorser expertise variables to the purchasing decision. The population is the undergraduate students of STIESIA Surabaya who use Honda Vario matic motorcycle and 50 respondents have been selected as samples by using purposive sampling. The analysis technique has been carried out by performing multiple linear regressions analysis. The result of this research shows that endorser attractiveness, endorser credibility, and endorser expertise have positive influence to the purchasing decision. This condition shows that these variables are feasible to be used as the research model.
Keywords: Endorser Attractiveness, Endorser Credibility, Endorser Expertise, and Purchasing Decision.