PENGARUH CELEBRITY ENDORSMENT, VARIASI PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN CASE HANDPHONE DI INSTAGRAM ANYACOLECTION

Authors

  • Ayu Agustina Universitas Islam Negeri Sulthan Thaha Saifuddin
  • Nurlia Fusfita Universitas Islam Negeri Sulthan Thaha Saifuddin
  • Eri Novriza Universitas Islam Negeri Sulthan Thaha Saifuddin

DOI:

https://doi.org/10.55606/jurima.v3i3.2449

Abstract

The purpose of this research is to examine the effect of celebrity endorsements, product variety, and product quality on the decision to purchase a mobile phone case at anyacollection_. The population and sample used in this study were coustemers from the anyacolection_ online shop who had bought cell phone case products at anyacolection_. Data collection was carried out by distributing questionnaires with Likert scale measurements. Then, the data testing techniques used in this study were validity and reliability tests, R-Squer tests, and hypothesis testing through bootstrapping using Smart PLS 3.0 software. The results showed that celebrity endorsements and product quality had a positive and significant effect on purchasing decisions, while product variations had a negative effect on purchasing decisions. The better the promotion and the level of product quality, the more it will influence the decision to buy a cellphone case at the anyacollection_ online shop

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Published

2023-12-31

How to Cite

Agustina, A. ., Fusfita, N. ., & Novriza, E. . (2023). PENGARUH CELEBRITY ENDORSMENT, VARIASI PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN CASE HANDPHONE DI INSTAGRAM ANYACOLECTION. Jurnal Riset Manajemen Dan Akuntansi, 3(3), 111–129. https://doi.org/10.55606/jurima.v3i3.2449

Issue

Vol. 3 No. 3 (2023): Desember: Jurnal Riset Manajemen dan Akuntansi

Section

Articles

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