PENGARUH CELEBRITY ENDORSER DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA ISDSHOP MAKASSAR

Sonia Intan Islamiyah. 2023. The Influence of Celebrity Endorse and Brand Image on Purchasing Decisions at Isdshop Makassar, supervised by Andi Widiawati and Andi Ummul Khair.
This study aims to determine (1) The effect of celebrity endorsement on purchasing decisions at Isdshop Makassar stores (2) The effect of brand image on purchasing decisions at Isdshop Makassar stores (3) The more dominant variable influencing purchasing decisions at Isdshop Makassar.
This research uses quantitative data types and multiple linear regression analysis methods so that research data is obtained from questionnaires that are distributed online to Isdshop Makassar visitors who have made purchasing
transactionsat Isdshop Makassar with a sample of 92 respondents.
The results of the study show that (1) Celebrity Endorse has a positive and significant effect on purchasing decisions at Isdshop Makassar stores (2) Brand Image has a positive and significant effect on purchasing decisions at Isdshop Makassar stores (3) Brand image variables have more dominant
influence on purchasing decisions at Isdshop Makassar.