Pengaruh Kualitas Produk, Promosi, Brand Image, dan Celebrity Endorser Terhadap Keputusan Pembelian Garnier

Estefania Azzura

doi:10.33633/jekobs.v4i1.12550

Authors

Estefania Azzura Program Studi Manajemen S1, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro Semarang

DOI:

https://doi.org/10.33633/jekobs.v4i1.12550

Keywords:

kualitas produk, promosi, brand image, celebrity endorse, celebrity endorser, keputusan pembelian

Abstract

This study aims to analyze the effect of product quality, promotion, brand image, and celebrity endorsers on purchasing decisions using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach. The population of this study were consumers who had purchased Garnier products, with a sample of 144 respondents selected using purposive sampling techniques. Primary data were collected through questionnaires and analyzed using the SEM-PLS method with SmartPLS software. The analysis results show that: 1) Product quality has a positive and significant effect on purchasing decisions. 2) Promotion does not have a significant effect on purchasing decisions. 3) Brand image has a positive and significant effect on purchasing decisions. 4) Celebrity endorsers have a positive and significant effect on purchasing decisions. These findings indicate that product quality, brand image, and celebrity endorsers are the main factors influencing purchasing decisions, while promotion does not have a significant impact. The results of this study can be a guide for companies in designing more effective marketing strategies that are by consumer preferences. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, promosi, brand image, dan celebrity endorser terhadap keputusan pembelian menggunakan pendekatan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Populasi penelitian ini adalah konsumen yang telah membeli produk Garnier, dengan sampel sebanyak 144 responden yang dipilih menggunakan teknik purposive sampling. Data primer dikumpulkan melalui kuesioner dan dianalisis menggunakan metode SEM-PLS dengan software SmartPLS. Hasil analisis menunjukkan bahwa: 1) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. 2) Promosi tidak berpengaruh signifikan terhadap keputusan pembelian. 3) Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. 4) Celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa kualitas produk, brand image, dan celebrity endorser menjadi faktor utama dalam mempengaruhi keputusan pembelian, sedangkan promosi tidak memiliki dampak yang signifikan. Hasil penelitian ini dapat menjadi panduan bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif dan sesuai dengan preferensi konsumen.

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