Pengaruh Citra Merek, Kualitas Produk, dan Celebrity Endorser terhadap Keputusan Pembelian Produk Erigo di Kota Medan

Authors

  • Dieri Apriana Purba Politeknik Negeri Medan
  • Anggiat Parlindungan Politeknik Negeri Medan
  • Suriyadi Suriyadi Politeknik Negeri Medan
  • Rismawati Rismawati Politeknik Negeri Medan
  • Nursiah Fitri Politeknik Negeri Medan

DOI:

https://doi.org/10.54066/jrime-itb.v2i4.2464

Keywords:

Brand Image, Product Quality, Celebrity Endorser, Purchase Decision

Abstract

Currently, people in buying fashion products prioritise ongoing fashion trends and generally like simple and casual fashion styles. In addition, in shopping, people prefer to buy local brand products rather than global because of the movement to love domestic products and local brand products are considered capable of rivalling the quality of international brands, this statement is a phenomenon in this study. One of these local fashion brands is Erigo. Erigo is widely known by the public and has even become the first rank of people's favourite local fashion brand. In Erigo products, there are several factors that influence consumers in making purchasing decisions, such as price, promotion, customer review, brand image, product quality, and celebrity endorsers. However, this study only examines the effect of brand image, product quality, and celebrity endorsers on purchasing decisions for Erigo fashion products in Medan City. This study uses quantitative research methods with descriptive research types which include validity tests, reliability tests, classical assumption tests, hypothesis tests (t tests, F tests, and coefficient of determination (R2) analysis tests). The analysis technique used is multiple linear regression analysis using the SPSS version 26 data processing programme with 100 respondents. The data collection technique used is the distribution of questionnaires via google form and literature study. Based on the research results, that brand image, product quality, and celebrity endorsers simultaneously and partially have a positive and significant effect on purchasing decisions. The determination test results show that the brand image, product quality, and celebrity endorser variables are able to explain 60.2% of the influence that occurs on the purchasing decision variable, while the remaining 39.2% is explained by other variables not examined in this study. In this study, the variable that has the most influence on purchasing decisions is celebrity endorser with a regression coefficient value of 0.308.

References

Databoks. (2023, November 23). Survey: Mayoritas masyarakat Indonesia memilih gaya simple untuk tren busana 2022. Retrieved from https://databoks.katadata.co.id

Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning dan Strategy. Penerbit Qiara Media.

Firmansyah, M. A. (2020). Komunikasi Pemasaran. Penerbit Qiara Media.

GoodStats. (2023, November). Merek fesyen lokal yang jadi favorit masyarakat Indonesia versi Goodstats. Retrieved from https://data.goodstats.id/statistic/Fitrinurhdyh/merek-fesyen-lokal-yang-jadi-favorit-masyarakat-indonesia-versi-goodstats-mavFg

Green, M. C., & Keegan, W. J. (2020). Global Marketing, 10th Edition. Pearson Education, Inc.

Harjadi, D & Arraniri, I., (2021). Experiental Marketing & Kualitas Produk dalam Kepuasan Pelanggan Generasi Milenial. Penerbit Insania.

Ipsos. (2023, November 15). Ipsos Global Trends 2021: Belanja online dan produk lokal dominasi pilihan konsumen Indonesia. Retrieved from https://www.ipsos.com/sites/default/files/ct/news/documents/2021.pdf

Kadafi, M., Fadhilah, M., & Cahyani, P. D. (2023). Pengaruh celebrity endorser, tren fashion, dan brand image terhadap keputusan pembelian produk fashion Erigo di Yogyakarta.

Katadata. (2023, November 15). 50 merek lokal paling populer. Retrieved from https://katadata.co.id/merek-lokal

Madeliene, S., & Marpaung, N. (2023). Pengaruh celebrity endorser dan kualitas produk terhadap keputusan pembelian skincare Somethinc (Studi pada mahasiswa PTN Kota Medan).

Pramudi, G. E., Herdianta, C., & Dewi, Y. K. (2019). Atribut celebrity endorser terhadap minat beli pakaian custom GS Clothing.

Pudyaningsih, A. R., Imadudin, W., Mufidah, E., & Ardiyanti, E. P. (2022). Pengaruh celebrity endorser dan brand image terhadap keputusan pembelian dengan kepercayaan sebagai variabel mediasi.

Rmag magazine. (2024, Maret 20). Wear the culture: Unearthing the 10 most popular clothing brands in Indonesia. Retrieved from https://the-rmag.com/10-most-popular-clothing-brands-in-indonesia/

Schiffman, L. & Wisenblit. J. (2019). Consumer Behavior, 12th Edition. Pearson.

Shopee Indonesia. (2023, November 15). 55 brand lokal Indonesia terbaik dan paling terkenal. Retrieved from https://shopee.co.id/inspirasi-shopee/brand-lokal-indonesia-terkenal/

Vindiana, A. P., & Lestari, F. (2023). Pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian smartphone Samsung pada mahasiswa Institut Teknologi Indonesia.

Published

2024-09-24

How to Cite

Dieri Apriana Purba, Anggiat Parlindungan, Suriyadi Suriyadi, Rismawati Rismawati, & Nursiah Fitri. (2024). Pengaruh Citra Merek, Kualitas Produk, dan Celebrity Endorser terhadap Keputusan Pembelian Produk Erigo di Kota Medan. JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME), 2(4), 244–268. https://doi.org/10.54066/jrime-itb.v2i4.2464

Most read articles by the same author(s)