Pengaruh Celebrity Endorser, Citra Merek, dan Kepercayaan Merek Terhadap Minat Beli Konsumen

摘要

This study aims to determine the effect of a celebrity endorser, brand image and brand trust on consumer buying interest. This study uses a survey method. The population in this study were high school students in Cibingbin Subdistrict as many as 1,069 with 291 respondents taken as samples. The sample is taken by stratified random sampling while the sampling technique uses Slovin formula with a margin of error of 5%. Data collection techniques using questionnaires were then tested for validity and reliability and then analyzed using multiple linear regression analysis. The results of the study stated that the variable celebrity endorser had a positive effect on buying interest. Brand image variables have a positive effect on buying interest. The brand trust variable has a positive effect on buying interest. Then the F test results state that celebrity endorser, brand image and brand trust have a significant effect on buying interest.