PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PRODUK ERIGO DI YOGYAKARTA)

Dela Riannisa Rahayu; Putri Dwi Cahyani; Agus Dwi Cahya

doi:10.36312/jcm.v5i1.2452

Dela Riannisa Rahayu Prodi Manajemen, Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa
Putri Dwi Cahyani Prodi Manajemen, Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa
Agus Dwi Cahya Prodi Manajemen, Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

DOI: https://doi.org/10.36312/jcm.v5i1.2452

Abstract

Abstract

This research aims to determine the influence of brand image and celebrity endorsement on purchasing decisions through brand trust as an intervening variable in Erigo Yogyakarta products. This research was conducted quantitatively by taking 108 samples of consumers of Erigo products in Yogyakarta. The sampling method is a non-probability method and the sampling method uses purposive sampling. Data collection was carried out online by sending a survey link to respondents. The data was analyzed using the IBM SPSS version 22 application. The results of this research show that brand image has a positive effect on brand trust and the value is 0.001. Second, the celebrity endorsement variable has a positive effect on brand trust with a value of 0.000. The brand image variable has a positive effect on purchasing decisions with a value of 0.000. The celebrity endorsement variable has a positive effect on purchasing decisions with a value of 0.000. The brand trust variable has a positive effect on purchasing decisions with a value of 0.003. Then, through brand trust, brand image indirectly influences purchasing decisions, and through brand trust, celebrity endorsement indirectly influences purchasing decisions.

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan celebrity endorsement tergadap purchase decision melaui brand trust sebaga variabel intervening pada produk erigo di Yogyakarata. Penelitian ini bersifat kuantitatif dengan mengambil n 108 sampel pada konsumen produk Erigo di Yogyakarta. Metode pengambilan sampel adalah non probability dan teknik pengambilan sampel menggunakan purposive sampling. Pengumpulan data dilakkukan secara online dengan pengiriman link kuisioner kepada responden. Data dianalisis menggunakan aplikasi IBM SPSS Versi 22. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh positif terhadap brand trust dengan nilai 0.001. Kemudian variabel celebrity endorsement berpengaruh positif terhadap brand trust dengan nilai 0.000. Variabel brand image berpengaruh postif terhadap purchase decision dengan nilai 0.000. Kemudian variabel celebrity endorsement berpengaruh positif terhadap purchase decision dengan nilai 0.000. Variabel brand trust berpengaruh positif terhadap purchase decision dengan nilai 0.003. Serta terdapat pengaruh tidak langsung brand image terhadap purchase decision melalui brand trust dan terdapat pengaruh tidak langsung celebrty endorsement terhadap purchase decision melalui brand trust.

Keywords: brand image, celebrity endorsement, brand trust, purchase decision