PENGARUH HARGA, CELEBRITY ENDORSER DAN CITRA MEREK TERHADAP MINAT BELI PADA PRODUK ERIGO
In 2022 fashion products are in great demand by Indonesians. The phenomenon that occurs is that Erigo products are one of the best Indonesian brands selling clothes in Indonesia at the moment and are appearing at New York Fashion Week. This research is a quantitative study with the aim of analyzing...
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2023-07-18.
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| 245 | 0 | 0 | |a PENGARUH HARGA, CELEBRITY ENDORSER DAN CITRA MEREK TERHADAP MINAT BELI PADA PRODUK ERIGO |
| 260 | |c 2023-07-18. | ||
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| 500 | |a http://repository.upnvj.ac.id/25772/12/ARTIKEL%20KI.pdf | ||
| 520 | |a In 2022 fashion products are in great demand by Indonesians. The phenomenon that occurs is that Erigo products are one of the best Indonesian brands selling clothes in Indonesia at the moment and are appearing at New York Fashion Week. This research is a quantitative study with the aim of analyzing and proving the effect of price, celebrity endorsers and brand image on buying interest in Erigo products. This study uses a population of consumers who have purchased Erigo Products in DKI Jakarta. The sample in this study used 100 respondents who were selected through nonprobability sampling and purposive sampling techniques. The data in this study were obtained from distributing questionnaires which would be analyzed using the Partial Least Square (PLS) method and assisted by using the SmartPLS application. The results obtained in this study are: (1) The price variable has no positive and significant effect on the Purchase Intention variable with an Original Sample value of 0.152, (2) The Celebrity Endorser variable has no positive and significant effect on the Purchase Intention variable with an Original Sample value of 0.129 , (3) the Brand Image variable has a positive and significant effect on the Purchase Interest variable with an Original Sample value of 0.627 | ||
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