RETRACTED : The Influence of Product Quality, Brand Image and Celebrity Endorsers on the Decision to Purchase Sunsilk Shampoo at Indomaret South Jakarta Sunday Market Area

Authors

  • Mega Yunita Faculty of Economics and Business, National University, Indonesia
  • Elwisam Faculty of Economics and Business, National University, Indonesia
  • Kumba Digdowiseiso Management Study Program, Faculty of Economics and Business, National University Jakarta

DOI:

https://doi.org/10.46799/jss.v5i2.808

Abstract

This research aims to determine the influence of product quality, brand image and celebrity endorser on purchasing decisions for Sunsilk shampoo in the Pasar Minggu area, South Jakarta. The research method used in this research is descriptive quantitative with the population in this research being Indomaret consumers who use Sunsilk shampoo at Indomaret in the Pasar Minggu area, South Jakarta. There are 4 (four) variables examined in this research, namely Product Quality (X1), Brand Image (X2), and Celebrity Endorser (X3) as independent variables, and Purchase Decision (Y) as the dependent variable. The sample used in this research was 100 respondents. This research data uses primary data by distributing questionnaires using the multiple linear regression method which is processed using SPSS 17.0 software. Research results based on multiple linear regression analysis show that Product Quality (X1), Brand Image (X2) and Celebrity Endorser (X3) have a positive and significant effect on Purchasing Decisions (Y).

Downloads

Download data is not yet available.

Downloads

Published

2024-02-13

Issue

Vol. 5 No. 2 (2024): Journal of Social Science

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.