PENGARUH SELEBRITY ENDOSER, GAYA HIDUP DAN MEDIA IKLAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK SAMSUNG DI KOTA PADANG

Abstract

The aim of this research was to know the influence of endorser celebrity, life style and
advertisement media toward decision of purchasing the smart phone mark Samsung. Technique
of taking sample used purposive sampling and analysis data technique for hypothesis testing
used multiple linear regressions. The result of this research showed that the endorser celebrity,
life style and advertisement media have positive and significant influence toward purchasing
decision of smart phone mark Samsung in Padang City. From the result of this research was
suggested to the company of Samsung mobile in order to improve their promotion events and
more recognize the characteristic of Padang people’s life style.
Key Words: Celebrity Endorser, Life Style, Advertisement Media, Purchasing Decision