[PDF][PDF] The influence of celebrity endorsement in restaurant product purchase decisions making
SS Wachyuni, TK Priyambodo - International Journal of …, 2020 - researchgate.net
International Journal of Management, Innovation & Entrepreneurial …, 2020•researchgate.net
Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of
mouth communication in marketing activities on digital media is one of the most important
things in improving the purchasing decision of a product or services. This study aims to
analyze the effect of celebrity endorsement on consumer purchase decisions, case studies
at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative
and quantitative. Data collection techniques in this study were interviews and questionnaires …
mouth communication in marketing activities on digital media is one of the most important
things in improving the purchasing decision of a product or services. This study aims to
analyze the effect of celebrity endorsement on consumer purchase decisions, case studies
at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative
and quantitative. Data collection techniques in this study were interviews and questionnaires …
Abstract
Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant.
Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis.
Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills.
Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power,(2) Credibility,(3) Attraction.
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