Analisis Pengaruh Celebrity Endorser, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Shampoo Dove Di Semarang
Main Article Content
Abstract
From the Top Brand Awards data, several shampoo brands from the Indonesia Best Brand Survey for shampoo products in Indonesia in 2019 - 2020 Dove Shampoo are at the bottom of the list. In 2019 the Top Brand Index (TBI) was 6.1% and in 2020 it showed an increase of 7.6%, but Dove shampoo was at the bottom and was not included in the TOP nominations. The population in this study were all consumers of Dove shampoo in Semarang with an unknown population. The number of samples was 96 people. The method of analysis using the SPSS program. The results show that celebrity endorsers have an effect on purchasing decisions, brand image has an effect on purchasing decisions, brand trust has an effect on purchasing decisions.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
References
Adjiwidjaja, (2019), Pengaruh Brand Trust dan Brand Image terhadap Keputusan Pembelian Sepatu Converse, FE Universitas Kristen Petra
Agustina, (2018), Pengaruh Brand Image, Trust, Dan Celebrity Endorser Terhadap Keputusan Pembelian Kosmetik Wardah, Simki-Economic Vol. 02 No. 02 Tahun 2018 ISSN : 2599-0748, Universitas Nusantara PGRI Kediri.
Alatas, (2018), Pengaruh Celebrity Endorser Terhadap Purchase Intention Melalui Brand Credibility, Jurnal Manajemen Dan Inovasi, Feb, Universitas Syah Kuala
Anin, (2017), Analysis Of The Influence Of Celebrity Endorser, Brand Image, And Trust On The Purchasing Decision Of Garnier Products For Students At Stie Pelita Indonesia, Procuratio Vol. 5 No. 4, Desember 2017 ,Sekolah Tinggi Ilmu Ekonomi Pelita Indonesia, Pekanbaru
Atanam, Berk dan Burc Ulengin. (2003). “A Note on the effect of brand image on sales”. Journal of Product & Brand Management. Vol. 12. No. 4. Pp 237-250. Emerald Group Publishing.
Bastian, (2014), Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia, Program Manajemen Pemasaran, Universitas Kristen Petra
Chan, Kara, Yu Leung Ng dan Edwin K. Luk. (2013)."Impact of Celebrity Endorsement in Advertising on Brand Image Among Chinese Adolescents", Young Consumers, Vol. 14 Iss 2 pp. 167 – 179.
Halonen-Knight, Elina, dan Leila Hurmerinta. (2010). "Who endorses whom? Meanings transfer in celebrity endorsement". Journal of Product & Brand Management, Vol. 19 Iss 6 pp. 452 – 460
Kalangi, (2019), Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear, Program Studi Administrasi Bisnis, Jurusan Ilmu Administrasi Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi Manado
Kertajya, (2004). New Wave Marketing, The World is Still round The Market is Already Flat. Jakarta: Gramedia
Kertajya, (2004). New Wave Marketing, The World is Still round The Market is Already Flat. Jakarta: Gramedia
Kotler, Philip dan Keller, Kevin. (2009). Manajemen Pemasaran. Jakarta: Erlangga.
Koubaa, Yamen. (2008). "Country of origin, brand image perception, and brand image structure",Asia Pacific Journal of Marketing and Logistics, Vol. 20 Iss 2 pp. 139 – 155.
Laios, Lambros G., dan Socrates J. Moschuris. (2001). “The influence of enterprise type on the purchasing decision process”. International Journal pf Operations & Product Management. Vol.21, No.3, pp.361-372.
Lau, Geok Theng dan Lee Sook Han. (2000). Customer Trust in Brand and The
Lee, Hsiang-Ming, Ching-Chi Lee, dan Chou-Chen Wu. (2011). “Brand image strategy affectsbrand equity after M&A”, European Journal of Marketing, Vol. 45 No. 7/8, pp. 1091-1111
Link to Brand Loyalty. Journal of Market Focused Management. Vol 4 Hal 341-370.
McWilliams, R. D., Naumann, E dan Scott, S. (1992). “Determining buying center size”. Industrial Marketing Management. Vol. 21 No.1, pp. 43-9.
Plungpongpan, Jirawan, Leela Tiangsoongnern dan Mark Speece. 2016. "University social responsibility and brand image of private universities in Bangkok", International Journal of Educational Management, Vol. 30 Iss 4.
Rizan, M. (2012). Pengaruh brand image dan brand trust terhadap brand loyalty Teh Botol Sosro (Jurnal). Jakarta Timur: Universitas Negeri Jakarta.
Sadat, Andi M. (2009). “Brand Belief: Strategi Membagun Merek Berbasis Keyakinan”. Salemba Empat:Jakarta
Setyaji, W.B. (2008). Analisis pengaruh citra merek, perceived quality, dan iklan terhadap keputusan pembelian shampoo Sunsilk di Kota Semarang (Skripsi). Semarang: Universitas Diponegoro