PENGARUH PROMOSI MEDIA SOSIAL, CELEBRITY ENDORSER, DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN

Abstract

ABSTRAK

Penelitian ini dilakukan  untuk mengeksplorasi dampak promosi media sosial, celebrity endorser, dan perceived quality terhadap keputusan pembelian pada produk  SuperTrack Clothing di Daerah Istimewa Yogyakarta. Regresi linier berganda diterapkan untuk signifikansi antar variabel, dan uji koefisien determinasi.   Variabel  independen dalam penelitian ini yaitu promosi media sosial, celebrity endorser, dan perceived quality sedangkan variabel dependen dalam penelitian ini adalah   keputusan pembelian. Penelitian ini menemukan bahwa bahwa semakin gencar promosi media sosial akan meningkatkan keputusan pembelian, semakin terkenal celebrity endorser akan meningkatkan keputusan pembelian, semakin kuat perceived quality yang dimilliki konsumen, akan mendorong peningkatan keputusan pembelian. 

Kata Kunci: promosi media sosial, celebrity endorser, perceived quality, dan keputusan pembelian

ABSTRACT

This research was conducted to explore the impact of social media promotion, celebrity endorsers, and perceived quality on purchasing decisions on SuperTrack Clothing products in the Special Region of Yogyakarta. Multiple linear regression was applied for significance between variables, and the coefficient of determination test. The independent variables in this study are social media promotion, celebrity endorser, and perceived quality, while the dependent variable in this study is the purchase decision. This study found that the more intense social media promotion will increase purchasing decisions, the more well-known celebrity endorsers will improve purchasing decisions, the stronger the perceived quality that consumers have, will encourage an enhance in purchasing decisions.

Keywords: social media promotion, celebrity endorser, perceived quality, and purchasing decisions