SOCIAL MEDIA, CELEBRITY ENDORSEMENT, PRODUCT DESIGN, QUALITY, AND ORTUSEIGHT FUTSAL SHOE PURCHASE DECISIONS IN MADIUN

Ahmadan Albiyanashar, Heny Sidanti

Abstract


Abstrak

Penelitian ini untuk memberikan sebuah bukti empiris mengenai Pengaruh Media Sosial, Celebrity Endorsement, Design Produk, Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Futsal Merek “ORTUSEIGHT” (Studi Kasus Pengguna Sepatu futsal "ORTUSEIGHT” di Kota Madiun). Jenis penelitian ini yaitu penelitian deskriptif dengan pendekatan kuantitatif. Sampel dalam penelitian ini berjumlah 385 responden. Metode pengambilan sampel yaitu menggunakan metode purposive sampling. Pengumpulan data dalam penelitian ini menggunakan kuesioner.Teknik analisis data pada penelitian ini menggunakan alat uji berupa software SmartSPSS 25. Hasil penelitian membuktikan bahwa Media Sosial (X1), Celebrity Endorsment (X2), Desain Produk (X3) memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada Studi Kasus Pengguna Sepatu Futsal "Ortuseight” di Kota Madiun,

Kata Kunci  : Celebrity Endorsment, Desain Produk, Kualitas Produk, Keputusan Pembelian, dan Media Sosial.

Abstract

This study aims to provide empirical evidence regarding the influence of social media, celebrity endorsement, product design, and product quality on purchasing decisions for "ORTUSEIGHT" brand futsal shoes (case study of "ORTUSEIGHT" futsal shoe users in Madiun City). This type of research is descriptive research with a quantitative approach. The sample in this study amounted to 385 respondents. The sampling method used a purposive sampling method. Data collection in this study used a questionnaire. The data analysis technique in this study used a test tool in the form of SmartSPSS 25 software. The results of the study prove that social media (X1), celebrity endorsement (X2), product design (X3) have a positive and significant influence on purchasing decisions (Y) in the case study of "ORTUSEIGHT" futsal shoe users in Madiun City .

Keywords : Celebrity Endorsement, Product Design, Product Quality, Purchasing Decisions, and Social Media.


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References


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