PENGARUH GAYA HIDUP, KELOMPOK REFERENSI DAN CELEBRITY ENDORSER TERHADAP MINAT BELI SHAMPOO SUNSILK LIVELY CLEAN AND FRESH DI KOTA PADANG

Abstract

Abstract
Purpose of the research is to investigate the influence of lifestyle, reference group and celebrity endorser on purchase intentions for shampoo sunsilk clean and fresh in Padang. In this study, population is the entire female consumers who want to buy shampoo sunsilk lively clean and fresh, aged over 18 years, and domiciled in the city of Padang. The amount of samples used was 138 respondents. The sampling method used in this research by using accidental sampling method. Analysis technique data used multiple regression linear. Analysis research found that lifestyle and reference group positive and significant impact on purchase intentions shampoo sunsilk lively clean and fresh in Padang. while the variable of celebrity endorser does not affect the purchase intentions shampoo sunsilk lively clean and fresh in Padang.
Key words : lifestyle, group of reference, celebrity endorser, and purchase intentions