PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The purpose of this research is to determine the influence of Celebrity Endorser and Brand Image on purchasing decisions. The research method used is a survey method with a quantitative research design. The data collection process uses an instrument in the form of a questionnaire distributed via social media platforms. The data analysis technique used is multiple linear regression analysis which was tested using SPSS software The research results show that: (1) Celebrity Endorser influences purchasing decisions, and (2) Brand Image influences purchasing decisions