PENGARUH BRAND IMAGE, BRAND AMBASSADOR, FANATISME, KELOMPOK REFERENSI, DAN CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN HANDPHONE SAMSUNG DI KOTA MADIUN

Putri Dwi Lestari, Karuniawati Hasanah, Apriyanti Apriyanti

Abstract


Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Brand Ambassador, Fanatisme, Kelompok Referensi, dan Celebrity Endorser Terhadap Minat Beli Handphone Samsung di Kota Madiun) menggunakan metode kuantitatif dan teknik analisis desktriptif dengan metode survey. Data dikumpulkan melalui kuesioner yang dibagikan kepada 384 responden yang dipilih menggunakan teknik non-probability sampling dengan metode purposive sampling. Data penelitian dianalis dengan SPSS versi 25. Dari hasil penelitian menunjukkan bahwa variabel Brand Image (X1), Brand Ambassador (X2), Fanatisme (X3), Kelompok Referensi (X4), dan Celebrity Endorser (X5) memiliki pengaruh positif dan signifikan terhadap Minat Beli Konsumen (Y) pada konsumen handphone Samsung di kota Madiun.
Kata Kunci: Brand Image, Brand Ambassador, Fanatisme, Kelompok Referensi, Celebrity Endorser, dan Minat Beli Konsumen
Abstract
This research aims to determine the influence of Brand Image, Brand Ambassador, Fanaticism, Reference Groups, and Celebrity Endorsers on Interest in Buying Samsung Mobile Phones in Madiun City) using quantitative methods and descriptive analysis techniques using survey methods. Data was collected through questionnaires distributed to 384 respondents who were selected using a non-probability sampling technique with a purposive sampling method. The research data was analyzed using SPSS version 25. The research results showed that the variables Brand Image (X1), Brand Ambassador (X2), Fanaticism (X3), Reference Group (X4), and Celebrity Endorser (X5) had a positive and significant influence on Consumer Purchase Interest (Y) among Samsung cellphone consumers in the city of Madiun.


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References


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