Pengaruh Celebrity Endorser terhadap Citra Merek dan Dampaknya pada Keputusan Pembelian (Survei Kepada Pengunjung Warung Kopi Kriwul, Kelurahan Merjosari, Kecamatan Lowokwaru, Kota Malang yang Pernah Melihat Iklan dan Membeli Top Coffee)

摘要

The study aims to understand and clarifity: the influence of Celebrity Endorser on Brand Image, the effect of Brand Image on Purchase Decisions, the influence of Celebrity Endorser on Purchase Decisions. The type of this research is explanatory research with quantitative method. The variables are Celebrity Endorser, Brand Image and Purchase Decisions. The population in this research is kriwul coffee and pool\u27s customer who was seen the ads and buy the TOP Coffe. There sample used in this research was 116 people chosen with purposive sampling and data collection methode is questionneres, and analysis of data used descriptive analysis and path analysis. The results of path analysis shows that, Celebrity Endorser Variable have significant effect on Brand Image Variable, Brand Image Variable have significant effect on Purchase Decisions Variable and Celebrity Endorser Variable have significant effect on Purchase Decision Variable.