PENGARUH CELEBRITY ENDORSER DAN WOM TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA

THE EFFECT OF CELEBRITY ENDORSER AND WOM ON PURCHASE DECISION OF YAMAHA MOTOR

  • Bobbi Shandy Alumni FEB, Program Reguler Mandiri, FEB Unja

Abstract

This research aim is to examine  the effect of selected purchase decision variables, i.e., celebrity endorser and WoM (Word of Mouth) on purchasing decision in Jambi city. Data analyzes  used multiple linier regression, where  independent variables  are  celebrity endorser and WoM,and  dependent variable is purchase decision. Primary data is gathering by questionaries delivery.  The  result showed  that  both celebrity endorser and WoM has significant influencing on purchasing decision. Hence Yamaha Corportaion should enlarge celebirity eondorsed and WoM as marketing tool to overcome competition.

 

Keywords: Celebrity Endorser, WoM, and Purchase Decision

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Published
2018-01-11