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PENGARUH CELEBRITY ENDORSER DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA OPPO SMARTPHONE DI BEC BANDUNG

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ABSTRACT THE EFFECT OF CELEBRITY ENDORSER AND PRICE ON PURCHASE DECISION ON OPPO SMARTPHONE AT BEC BANDUNG Written by: Gena Gemasta Barus Nim: 1731037 The purpose of this study aims to determine whether Celebrity Endorser and Price have influence either partially or simultaneously on Purchasing Decisions on Oppo smartphones at BEC Bandung. All Oppo smartphone buyers at BEC Bandung became the population in this study because this population is unlimited, so the sample in this study consist of 100 samples that become the respondents for the research. The data used are primary and secondary data, the primary data gain from the questionnaires and secondary data gain from the literature related to this study. Analysis of the data used in this research is descriptive analysis, correlation coefficient analysis, t test, coefficient of determination, simple linear regression analysis, classic assumption test, F test, multiple determination coefficient, and multiple linear regression analysis. The results of this study indicate that Celebrity Endorser and Price significantly influence the Purchasing Decision either partially or simultaneously. The results of this study partially Y = 22,141 + 0,383 celebrity endorser and Y = 26,494 + 0.0455 prices. And the results of this study simultaneously Y = 17.733 + 0.283 celebrity endorser + 0.302 price Keywords: Celebrity Endorser, Price, Purchase Decision