PENGARUH ENDORSEMENT (VIA VALLEN) DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK TOLAK ANGIN CAIR DI APLIKASI MEDIA SOSIAL INSTAGRAM

  • Ari Ahmad Sahril Universitas Pancasila
  • Harimurti Wulandjani Universitas Pancasila
  • Dewi Kurniawati Universitas Pancasila
DOI: https://doi.org/10.35814/jimp.v2i2.2930
Abstract views: 298 | PDF downloads: 359
Keywords: Endorsement, Brand Image, Consumer Purchasing Decisions

Abstract

This study aims to determine whether endorsement and brand image affect consumer purchasing decisions on Instagram application. The object of this study was conducted on followers of the official account of the wind, namely @tolak_angin in the social media application Instagram with a total of 100 respondents. This data was obtained from a questionnaire and tested using the classic assumption test, multiple linear regression test, and hypothesis testing using t-test and f-test. This research also proves that partially the endorsement of consumer purchasing decisions has a strong influence. This study also states that brand image has an influence on consumer purchasing decisions. Endorsement and brand image contribute to influence consumer purchasing decisions on Reject Liquid Wind products with an adjusted R square value of 49.32%.

Published
2022-09-20
How to Cite
Sahril, A. A., Wulandjani, H., & Kurniawati, D. (2022). PENGARUH ENDORSEMENT (VIA VALLEN) DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK TOLAK ANGIN CAIR DI APLIKASI MEDIA SOSIAL INSTAGRAM. JIMP : Jurnal Ilmiah Manajemen Pancasila, 2(2), 70-80. https://doi.org/10.35814/jimp.v2i2.2930
Section
Articles