PENGARUH CELEBRITY ENDORSER BUNGA CITRA LESTARI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SABUN LUX

Abstract

This study is performed to examine the effect of variable Celebrity Endorser and Product Quality variable against Lux Soap purchase decision. The population in this study the number of residents of RW 06, 5941 in the Village Ciganjur Jagakarsa District of South Jakarta. The data is obtained from the questionnaires were distributed computation. Sampling method used was accidental sampling. Obtained a total sample of 100 people in the study. The analysis technique used here is multiple line arregression and hypothesis test using t-statistics and F-statistics with level of significance 5%. The research results that the Celebrity Endorser and Product Quality significant effect on the purchase decision. We suggest to PT. Unilever Indonesia to consider other factors that can influence the purchase decision. Product Quality variable in this study is the most influential variable on Purchasing Decisions shown t-test value is larger than the t-table and has a significance value of 4.143. Keywords: Celebrity Endorser, Quality Product and Purchasing Decision.