PENGARUH CELEBRITY ENDORSER, KELOMPOK ACUAN, MOTIVASI DAN PERSEPSI TERHADAP KEPUTUSAN PEMBELIAN KARTU PERDANA TELKOMSEL DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of celebrity endorser, reference group, motivation, and perceptual on purchasing decision sim card Telkomsel in Padang City. The population in this study were all consumer who had used and buying sim card Telkomsel in Padang City. The sampling technique used was purposive sampling, while the number of samples used for the analysis was 100 consumer. Technique data analysis used for testing hypotheses is multiple linear regression.  The results found that the celebrity endorser, reference group, motivation, and perceptual on purchasing decision. Celebrity endorser has a dominant influence on on purchasing decision sim card Telkomsel in Padang City, followed by the reference group, perceptual and motivation does not affect the purchasing decision sim card Telkomsel in Padang City, the influence of celebrity endorser, reference group, motivation, and perceptual on purchasing decision sim card Telkomsel in Padang City is 73,4%, while the remaining 26,6% is influenced by other variables that are not included in the scope of this study.  This research provides practical recommendations for the management of sim card Telkomsel will continue to work to improve the implementation of celebrity endorser, reference group, perceptual dating in the future.

Keywords :      celebrity endorser, reference group, motivation, and perceptual on

purchasing decision