Pengaruh kualitas produk dan celebrity endorser terhadap keputusan pembelian produk AVOSKIN (PHTE) di Surabaya
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
LESTARI, RISMA AYU
Subject
HD28 Management. Industrial Management
Datestamp
2021-03-30 04:37:23
Abstract :
ABSTRACT This in-depth study was carried out at Avostore at the Savav Shop Surabaya store, precisely on Surabaya City. So in deepening this study intends to determine or test "The Effect of Product Quality and Celebrity Endorser on Consumer Purchase Decisions (Study on Avoskin Skincare Consumers (PHTE) at Surabaya City" . Decision making by consumers to buy a product begins with an awareness of meeting their needs and wants. Ideal consumers are those who always prioritize satisfaction, quality, and good service in meeting their needs. Product quality is something that needs to get the main attention from producers / companies. Quality is the primary means of achieving product positioning. This research was conducted using a quantitative approach, that is, research that focuses on testing hypotheses with statistical analysis tools and produces generalizable conclusions. The test tool used is multiple linear regression analysis techniques with SPSS 26.0 software. From the results of research conducted at Avostore at Savav Shop Surabaya, it can be concluded that firstly; variable product quality and celebrity endorsers simultaneously and partially have a positive and significant effect on purchasing decisions for Avoskin skincare (PHTE) on Surabaya City. Secondly; based on the dominant test, the product quality variable is more dominant than the celebrity endorser variable. Keywords: product quality, celebrity endorser and purchasing decisions
ABSTRACT This in-depth study was carried out at Avostore at the Savav Shop Surabaya store, precisely on Surabaya City. So in deepening this study intends to determine or test "The Effect of Product Quality and Celebrity Endorser on Consumer Purchase Decisions (Study on Avoskin Skincare Consumers (PHTE) at Surabaya City" . Decision making by consumers to buy a product begins with an awareness of meeting their needs and wants. Ideal consumers are those who always prioritize satisfaction, quality, and good service in meeting their needs. Product quality is something that needs to get the main attention from producers / companies. Quality is the primary means of achieving product positioning. This research was conducted using a quantitative approach, that is, research that focuses on testing hypotheses with statistical analysis tools and produces generalizable conclusions. The test tool used is multiple linear regression analysis techniques with SPSS 26.0 software. From the results of research conducted at Avostore at Savav Shop Surabaya, it can be concluded that firstly; variable product quality and celebrity endorsers simultaneously and partially have a positive and significant effect on purchasing decisions for Avoskin skincare (PHTE) on Surabaya City. Secondly; based on the dominant test, the product quality variable is more dominant than the celebrity endorser variable. Keywords: product quality, celebrity endorser and purchasing decisions
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