{"title":"PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI CV. TJAHAJA BARU SURANTIH","authors":"Lidya Martha, Dinet Maini","doi":"10.46306/vls.v2i2.150","DOIUrl":null,"url":null,"abstract":"This study aims to determine the effect of celebrity endorser, brand image, and brand trust on purchasing decisions for Yamaha Nmax motorcycles at CV. Tjahaja Baru Surantih. This research is a quantitative research, the sampling method using purposive sampling technique with the number of respondents 53 people. The data analysis technique used in this study was multiple regression analysis. The results of this study indicate that celebrity endorser has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and brand trust has a positive and significant effect on purchasing decisions","PeriodicalId":30265,"journal":{"name":"Jurnal Manajemen dan Wirausaha","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal Manajemen dan Wirausaha","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.46306/vls.v2i2.150","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
本研究旨在确定名人代言、品牌形象和品牌信任对CV雅马哈Nmax摩托车购买决策的影响。Tjahaja Baru Surantih。本研究是一项定量研究，抽样方法采用有目的抽样技术，受访者人数为53人。本研究的数据分析方法为多元回归分析。本研究结果表明，名人代言对购买决策有正向显著影响，品牌形象对购买决策有正向显著影响，品牌信任对购买决策有正向显著影响
PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI CV. TJAHAJA BARU SURANTIH
This study aims to determine the effect of celebrity endorser, brand image, and brand trust on purchasing decisions for Yamaha Nmax motorcycles at CV. Tjahaja Baru Surantih. This research is a quantitative research, the sampling method using purposive sampling technique with the number of respondents 53 people. The data analysis technique used in this study was multiple regression analysis. The results of this study indicate that celebrity endorser has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and brand trust has a positive and significant effect on purchasing decisions
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