Pengaruh Celebrity Endorser dan Brand Trust Terhadap Minat Beli Produk Smartphone pada Mahasiswa Perguruan Tinggi Negeri di Kota Malang
DOI:
https://doi.org/10.63822/pnkqhn16Keywords:
Celebrity Endorser, Brand Trust, Purchase Intention.Abstract
Rapid technological advancements have spurred the emergence of modern smartphones, including the Samsung brand, which is among the most popular in Indonesia. However, sales figures—particularly in Indonesia—have not shown significant growth. This study aims to analyze the influence of celebrity endorsers and brand trust on the purchase intention for Samsung smartphones among public university students in Malang City. A quantitative approach utilizing explanatory research was employed, involving 100 respondents selected through purposive sampling. Data analysis was conducted using multiple linear regression, incorporating both partial and simultaneous hypothesis testing. The results indicate that celebrity endorsers and brand trust have a significant influence on purchase intention. Therefore, prioritizing synergistic celebrity endorsements and strong brand trust is essential to boosting purchase intention.
Downloads
References
Fauzi, F. (2019). Metodologi Penelitian untuk Manajemen dan Akuntansi: Aplikasi SPSS dan EViews untuk Teknik Analisis Data. Jakarta: Salemba Empat.
Firmansyah. 2019. Pemasaran Produk dan Merek (Planning & Strategy). Pasuruan: CV. Penerbit Qiara Media.
Firmansyah. 2019. Pemasaran (Dasar dan Konsep). Pasuruan: CV. Penerbit Qiara Media.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26. Semarang: Badan Penerbit Universitas Diponegoro.
Hardani. (2020). Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: CV. Pustaka Ilmu Group.
Kompas.com. 14 Januari 2025 “Pasar Ponsel Dunia Akhirnya Membaik, Naik 4 Persen Tahun Lalu” https://tekno.kompas.com/read/2025/01/14/14585467/pasar-ponsel-dunia-akhirnya-membaik-naik-4-persen-tahun-lalu#:~:text=KOMPAS.com%20%2D%20Pasar%20ponsel%20dunia%20akhirnya%20naik,persen%20pada%202024%20dibandingkan%20dengan%20tahun%20sebelumnya.
Nasrullah. (2023). Manajemen Pemasaran Iklan Media Sosial dan Brand Image di Era Digitalisasi. Makassar: Chakti Pustaka Indonesia.
Panggabean A. 29 Mei 2024, “Ini Data Statistik Penggunaan Media Sosial Masyarakat Indonesia Tahun 2024“ https://rri.co.id/iptek/721570/ini-data-statistik-penggunaan-media-sosial-masyarakat-indonesia-tahun-2024
Shimp. (2014). Komunikasi Pemasaran Terpadu dalam Periklanan Promosi. Jakarta Selatan: Salemba Empat.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Tempo.co. (2024). "Tiara Andini Raih Song of The Year, Simak Daftar Pemenang Indonesian Music Awards 2024". https://www.tempo.co/teroka/tiara-andini-raih-song-of-the-year-simak-daftar-pemenang-indonesian-music-awards-2024-1173559.
Top Brand Awards.com, 2024 "https://www.topbrand-award.com/top-brand-index/?tbi_year=2024&type=subcategory&tbi_find=SMARTPHONE"
Wardhana. (2021). Perilaku Konsumen di Era Digital. Kabupaten Purbalingga: Eureka Media Aksara.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Fiorano Coren Qolbi Torana, Rena Feri Wijayanti, Yulis Nurul Aini (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
