PENGARUH CELEBRITY ENDORSER DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SMARTPHONE OPPO DI BEC BANDUNG
Kata Kunci:
Celebrity Endorser, Price, Purchase DecisionAbstrak
The purpose of this study is to determine the influence of Celebrity Endorser and Price on Purchase Decision of Oppo Smartphone at BEC Bandung. The data used in this study were the primary and secondary data. Primary data were collected from questionnaires, while the secondary data were obtained thru related literature and publication. There are 100 respondents participating in this study who was the buyer or user of Oppo Smartphone. The results of this study indicate that celebrity endorser and price has significantly influence the purchasing decision either partially or simultaneously, and the coefficient determination results indicate that Celebrity Endorser and Price affect the Purchase Decision by 15% and the remaining 85% is influenced by other variables that were not discussed in this study.
Referensi
Buchari, A., 2013. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Chadafi, M., 2016 . Pengaruh Harga, Celebrity Endorser, Kepercayaan, dan Psikologi Terhadap Keputusan Pembelian Online Shop Di Media Sosial Instagram. JURNAL VISIONER & STRATEGIS, 5(2), pp. 1-8.
Fristiana, D. A., Prihatini, A. E. & Listyorini, S., 2012. PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA RAMAI SWALAYAN PETERONGAN SEMARANG" ,. Jurnal Ilmu Administrasi Bisnis, 1(2), pp. 118-127.
Kotler, P. a. A. G., 2016. Prinsip-prinsip Pemasaran. 13 Jilid 1 ed. Jakarta: Erlangga.
Kotler, P. & Armstrong, G., 2008. Prinsip-prinsip Pemasaran (terjemahan Bob Sabran). 12 Jilid 1 ed. Jakarta: Erlangga.
Machfoedz, M., 2013. Pengantar Pemasaran Modern. Yogyakarta: Akademi Manajemen Pemasaran YPKPN.
Malau, H., 2017. Manajemen Pemasaran Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global. Bandung: Alfabeta.
Royan, F. M., 2004. Marketing Selebrities, Selebritis dalam Iklan dan Strategi Selebritis Memasarkan Diri Sendiri. Jakarta: Elek Media Komputindo kelompok Gramedia.
Schiffman, L. G. & Kanuk, L. L., 2004. Consumer Behavior. USA: Prentice Hall Inc.
Sebayang, M. K. & Siahaan, S. D. O., 2008. Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha Mio pada MAC Medan. Jurnal Manajemen Bisnis, Volume 3.
Shimp, T. A., 2003. Periklanan Promosi Aspek Tambahan Komunikasi Terpadu. Jakarta: Erlangga.
Shimp, T. A., 2008. Periklanan Promosi : Komunikasi Pemasaran Terpadu. Jilid 2, Edisi kelima ed. Jakarta: Erlangga.
Sumarwan, U., 2004. Perilaku Konsumen. Bogor: Ghalia Indah.
Sunyoto, D., 2013. Metode Penelitian Akuntansi. Bandung: Refika Aditama.
Tjiptono, F., 2008. Strategi Pemasaran. Yogyakarta: Andi.
