Pengaruh Brand Image, Brand Trust, Dan Celebrity Endorser, Terhadap Keputusan Pembelian Konsumen

Abstract

The objective of this research is to examine the influences of brand image, brand trust, and celebrity endorser on consumers’ decision to purchase from an online shop Isikost.Malang. Using purposive sampling technique, 151 people with the minimum age of seventeen years who know about Isikost. Malang and have made any purchase form the online shop were selected as the respondents. This study uses secondary and primary data, which was harvested from questionnaires distributed via Google Forms. The data was assessed using validity test, reliability test, and classical assumption test, and the hypotheses were tested using t-test and F test; all of which were performed in SPSS Statistics 26. This study finds that brand image, brand trust, and celebrity endorser positively and significantly influence the decision of consumers to purchase form Isikost.Malang. The results of this research are expected to prove empirical evidences for future studies and help the company develop its brand image, brand trust, and celebrity endorsement. Abstrak Penelitian ini bertujuan untuk meneliti brand image, brand trust, dan celebrity endorser terhadap keputusan pembelian konsumen pada Online shop Isikost.Malang. Penelitian ini menggunakan data primer dan sekunder serta menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, mengetahui online shop Isikost.malang, pernah berbelanja di online shop tersebut. Jumlah sampel yang terkumpul sebanyak 151 responden dengan menyebarkan kuesioner menggunakan Google Form. Teknik analisis data menggunakan uji validas, uji reliabilitas, uji asumsi klasik dan uji hipotesis dilakukan dengan menggunakan uji t dan uji f dengan menggunakan program SPSS Statistics 26. Hasil penelitian menunjukkan bahwa brand image, brand trust, dan celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Online shop Isikost.Malang. Penelitian ini diharapkan dapat memberikan bukti empiris untuk penelitian selanjutnya serta dapat membantu perusahaan dalam mengembangkan brand image, brand trust, dan celebrity endorse.