Pengaruh Celebrity Endorser dan Citra Merek terhadap Keputusan Pembelian Impulsif pada PT. Amerta Indah Otsuka
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh celebrity endorser dan citra merek terhadap keputusan pembelian impulsif pada PT. Amerta Indah Otsuka di Kota Makassar. Penelitian ini menggunakan metode kuantitatif dengan data primer yang dikumpulkan melalui kuesioner yang disebarkan kepada 200 responden. Metode analisis meliputi statistik deskriptif, uji asumsi klasik, regresi linier berganda, dan uji hipotesis (uji-t dan uji-F). Hasil penelitian menunjukkan bahwa celebrity endorser dan citra merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian impulsif, baik secara parsial maupun simultan. Temuan ini menggarisbawahi pentingnya strategi promosi dan pengembangan merek dalam memengaruhi perilaku konsumen.
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