Peranan Endorse “Aice” Terhadap Keputusan Pembelian
DOI:
https://doi.org/10.47861/sammajiva.v2i1.888Keywords:
endorsement, consumer, marketing, Purchase DecisionAbstract
There are various ways to do marketing carried out by companies and one of them is promotion, one of the current trendy promotional techniques is to use endorsements which can then influence consumer purchasing decisions. This study was conducted with the aim of knowing how much influence endorsement has on purchasing decisions on ice cream brand aice in Medan. This research is descriptive research with a quantitative approach. The sample in this study amounted to 35 community respondents who had seen aice advertisements with random sampling techniques regardless of strata in the population or what is commonly referred to as simple random sampling. Data was collected through a questionnaire via google form. The results showed that Endorsement had a partially significant effect on Purchasing Decisions with a t value of 8.873> t table 1.69092 and Endorsement had a simultaneous effect on Purchasing Decisions with an F value of 78.731> F table 2.86 with a regression coefficient value of 83.9%.
References
Afandi, A., Samudra, J. P., Sherley, S., Veren, V., & Liang, W. (2021). Pengaruh Endorsement Influencer Instagram Terhadap Keputusan Pembelian pada Generasi Z. Komunikologi: Jurnal Pengembangan Ilmu Komunikasi dan Sosial, 5(1), 15-28.
Amelia, N. (2020). Pengaruh endorsement dan instagram ads terhadap keputusan pembelian pada industri fashion hijab outfit di Surabaya. Skripsi. UIN Sunan Ampel. Surabaya.
Azizah, Y. J., & Fikriyah, K. (2023). Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian Konsumen Muslim Pada Produk Scarlett Whitening di Surabaya. Komitmen: Jurnal Ilmiah Manajemen, 4(1), 37-47.
Djaniar. Upik., Zulfiah.L., Khamaludin., Muh. Indra. F.I., Muh. Rajab. (2023). Peran Endorsement dan Promo Media Sosial Terhadap Keputusan Minat Beli Barang: Literature Review. Jurnal Darma Agung, 31(1)
Firmansyah, Anang, (2018). Perilaku Konsumen (Sikap dan Pemasaran). Sleman: DEEPUBLISH
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 edisi ke-09 (09th ed.). Universitas Diponegoro
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 edisi ke-10 (10th ed.). Universitas Diponegoro
Hardilawati, W.L., Intan, D.B., Riky. P., Endorsement: Media Pemasaran Masa Kini. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 7(1) https://doi.org/10.33884/jimupb.v7i1.920
Nilammadi, W. O. M. (2021). Hubungan Celebrity Endorsement Terhadap Keputusan Pembelian Pada Shopee Dan Tokopedia. Jurnal Bisnis Dan Kajian Strategi Manajemen, 5(1).
Priyatno, D. (2018). SPSS: Panduan Mudah Bagi Mahasiswa dan Umum (Giovanny (ed.)). Andi.
Sudana, Made I dan Rahmat Heru Setianto. (2018). Metode Penelitian Bisnis & Analisis Data dengan SPSS. Jakarta : Erlangga.
Sugiyono. (2016). Metode Penelitian : Kuantitatif, Kualitatif dan R&D. Bandung :Alfabeta.
Syarifah, I. (2022). Pengaruh Soft Selling dalam Media Sosial Instagram dan Celebrity Endorse Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Kajian Strategi Manajemen, 6(1).
Wijaya, S. N. C. (2020). Pengaruh celebrity endorsement terhadap keputusan pembelian melalui brand image pada produk sportswear merek Under Armour. Agora, 8(2).
