publication . Article . 2018

PENGARUH CELEBRITY ENDORSER DAN WOM TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA

Shandy, Bobbi;
Open Access English
  • Published: 11 Jan 2018
  • Publisher: Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi
Abstract
This research aim is to examine  the effect of selected purchase decision variables, i.e., celebrity endorser and WoM (Word of Mouth) on purchasing decision in Jambi city. Data analyzes  used multiple linier regression, where  independent variables  are  celebrity endorser and WoM,and  dependent variable is purchase decision. Primary data is gathering by questionaries delivery.  The  result showed  that  both celebrity endorser and WoM has significant influencing on purchasing decision. Hence Yamaha Corportaion should enlarge celebirity eondorsed and WoM as marketing tool to overcome competition.   Keywords:...
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