Analisis Pengaruh Celebrity Endersment, Brand Image Dan Price Perception Terhadap Purchase Intention (Studi Pada Konsumen Produk Kahf (Personal Care For Man) Di Kecamatan Pedurungan Kota Semarang)
DOI:
https://doi.org/10.37385/msej.v4i2.1567Keywords:
Endorsement, Brand Image, Price Oerception, Purchase IntentionAbstract
Tujuan penelitian ini adalah diketahuinya pengaruh celebrity endorsement, brand image dan price perception terhadap purchase intention produk Kahf (Personal Care for Man) di Kecamatan Pedurungan Kota Semarang. Jumlah sampel dalam penelitian ini sebanyak 100 orang. Pengambilan sampel menggunakan teknik purposive sampling. Metode analisis yang digunakan dalam penelitian ini adalah SPSS versi 19. Hasil penelitian menunjukkan pengaruh secara parsial positif dan signifikan antara celebrity endorsement, brand image dan price perception terhadap purchase intention produk Kahf (Personal Care for Man) di Kecamatan Pedurungan Kota Semarang, serta secara simultan pengaruh celebrity endorsement, brand image dan price perception terhadap purchase intention produk Kahf (Personal Care for Man) di Kecamatan Pedurungan Kota Semarang.
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