Pengaruh Celebrity Endorser dan Brand Awareness terhadap Keputusan Pembelian Es Teh Indonesia di Kota Bekasi

Abstrak / Ringkasan

The purpose of this research is to determine the influence of Celebrity Endorser and Brand Awareness on Purchase Decisions for Indonesian Iced Tea in Bekasi City. This research method uses a quantitative approach. The population used in this research is consumers who have purchased Indonesian
Iced Tea drinks in Bekasi City at least once. The sampling technique used in this research used purposive sampling with a sample size of 100 respondents. The primary data in this research was by distributing questionnaires to consumers who had purchased Indonesian Iced Tea products, then processed using the Statistical Product and Service Solutions (SPSS) version 25 program. The results of this study showed
that celebrity endorsers had a positive and significant influence on purchasing decisions (?? = 0.316; t count 3.765; sig 0.000). Brand awareness has a positive and significant effect on purchasing decisions (?? = 1.189; t count 9.839 sig 0.000). Obtained Fcount of 141.611 sig 0.000 where 74.0% of purchasing decisions for Indonesian Ice Tea are influenced by celebrity endorser and brand awareness variables while the remaining 26.0% are influenced by other factors not examined in this research.
Keywords: Celebrity Endorser; Brand Awareness; Purchase Intention

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