This study aims to determine the effect of a celebrity endorser, brand image and brand trust on consumer buying interest. This study uses a survey method. The population in this study were high school students in Cibingbin Subdistrict as many as 1,069 with 291 respondents taken as samples. The sample is taken by stratified random sampling while the sampling technique uses Slovin formula with a margin of error of 5%. Data collection techniques using questionnaires were then tested for validity and reliability and then analyzed using multiple linear regression analysis. The results of the study stated that the variable celebrity endorser had a positive effect on buying interest. Brand image variables have a positive effect on buying interest. The brand trust variable has a positive effect on buying interest. Then the F test results state that celebrity endorser, brand image and brand trust have a significant effect on buying interest. Keyword: Celebrity Endorser, Brand Image, Brand Trust, Buying Interest. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, citra merek dan kepercayaan merek terhadap minat beli konsumen. Penelitian ini menggunakan metode survey. Populasi dalam penelitian ini adalah Siswa/i SLTA di Kecamatan Cibingbin sebanyak 1.069 dengan sampel yang diambil berjumlah 291 responden. Sampel diambil dengan cara stratified random sampling sedangkan teknik pengambilan sampel menggunakan rumus slovin dengan margin of eror 5%. Teknik pengumpulan data menggunakan kuesioner kemudian diuji validitas dan reliabilitasnya kemudian dianalisis menggunakan analisis regresi linear berganda. Hasil penelitian menyatakan bahwa variabel celebrity endorser berpengaruh positif terhadap minat beli. Variabel citra merek berpengaruh positif terhadap minat beli. Variabel kepercayaan merek berpengaruh positif terhadap minat beli. Kemudian hasil uji F menyatakan bahwa celebrity endorser, citra merek dan kepercayaan merek berpengaruh signifikan bersama-sama terhadap minat beli. Kata Kunci : Celebrity Endorser, Citra Merek, Kepercayaan Merek, Minat Beli
This research aims to find out the impact of ease of use, trust, website quality towards purchasing decision in online trading site "Lazada.co.id". The quantitative research is conducted through the implementation of survey. The data collection techniques used in this study with a questionnaire method is distributed to respondents in Ciamis District who had transaction in Lazada.co.id. The number of the sample gained in this research is the population of Ciamis district with the coverage of 100 respondents. The sampling technique used is non-probability sampling with purposive sampling method. The analysis tool applied in this research is by the use of simple linear Regression and multiple linear regression with SPSS 23. The result of the research indicates that the ease of use, trust, and website quality influenced positive and significance towards purchasing decision partially and simultaneously. In this research, website quality gives stronger influence towards purchasing decision comparing with ease of use and trust.
The purpose of this study is to examine the level of financial literacy and financial technology of SMEs in Kuningan Regency. The sample of this study were 250 SMEs. Sampling is done by Probability sampling with proportional random sampling technique. The data analysis method with Structural Equation Modeling (SEM). From the results of the study it was found that financial attitude has positive effect on financial technology, financial behavior has positive effect on financial technology, financial knowledge has positive effect on financial technology, financial technology has positive effect on financial inclusion.Thus, in order to achieve the level of financial literacy and financial technology in SMEs increases, SMEs must pay attention to the level of financial attitude, financial behavior, financial knowledge, financial technology so that SMEs financial inclusion also increases.
This research aims to find out the brand image and brand trust towards brand loyalty of AQUA product. The population of this research is the consumer of AQUA in Kuningan district and the data are collected by questionnaire technique. The��� purposive sampling technique is applied in this research while the sample of this research is 100 respondents using measurement scale of interval scale. The analysis method in this research is descriptive and verification with quantitative approach that cover validity and reliability, classic assumption test, hypothesis testing through F test, T test and determination coefficient (R2). The technique of data analysis is gained by the use of multiple regression linear. All tests on this research use a measured instrument in the form of computer program SPSS (Statistical Package for the Social Science) version 21.0. Based on the result of this research, it is concluded that the brand image has positive influence and significant towards� brand loyalty ; brand trust has positive influence and significant towards� brand loyalty as well as both of brand image and brand trust have also positive influence and significant towards brand loyalty.�Keywords: Brand Image, Brand Trust, Brand Loyalty
The government of Kuningan regency always tries to optimize natural resource in Kuningan regency which� is expected to create self-competence and challenge as� effort� to stress� Kuningan regency to be tourism city.� One of the real implementation in supporting Kuningan regency as tourism city is by forming businesses. The specific business from Kuningan regency is �tape ketan� (sweet cake made of slightly fermented and sticky rice). Tape ketan as one of� the superior products exists as one of potential businesses owned by Kuningan regency. Mostly, the package� of the products are still from� plain� mica� pail.Besides, with the same package performance among tape producers,� costumers judge that� the taste of all tape product is the same. Formerly, the package� functioned as place to protect and ease one product to carry but later on, the package is demanded to attract costumer to purchase. That�s why the package used by the producers to pack �tape� must be able to draw the costumers� attention to buy the tape products. In the activity of public service, the illumination of package role, material of the product,� form of product, and� package label have been given to the producers. Moreover,training of making interesting packaging product by the use of presentation, demonstration and practice methods have been implemented too. The social effects expected from this activity are that the tape producers realize the importance of interesting package for their products, make interesting package for their products, think more creative in designing package for their products, generate their sale, judge the costumer and loyal buyer easy to pick the product from the interesting package.Keywords : packaging, label,� Tape of Cibereum village�AbstrakPemerintah Kabupaten Kuningan senantiasa berusaha untuk mengoptimalkan sumber daya alam yang ada di Kabupaten Kuningan yang diharapkan dapat menciptakan kemandirian dan daya saing sebagai upaya pemantapan Kabupaten Kuningan sebagai kota wisata.Salah satu bentuk nyata yang dilakukan oleh pemerintah dalam mendukung Kabupaten Kuningan sebagai kota wisata yaitu membentuk usaha-usaha. Adapun usaha yang menjadi ciri khas dari Kabupaten Kuningan adalah tape ketan.Tape ketan sebagai produk unggulan merupakan salah satu potensi yang dimiliki oleh Kabupaten Kuningan. Produk- produk yang dihasilkan sebagian besar juga masih menggunakan kemasan berupa ember dan mika polos. Selain itu, dengan seragamnya kemasan antar produsen tape terkadang membuat para pembeli berpendapat bahwa semua merek tape memiliki rasa yang sama. Pada awalnya sebuah kemasan berfungsi sebagai wadah yang digunakan untuk melindungi dan memudahkan suatu produk dibawa, tetapi seiring perkembangan zaman maka kemasan dituntut untuk menarik perhatian konsumen untuk membeli produk tersebut. Oleh karena itu, kemasan yang digunakan oleh produk tape harus mampu menarik juga calon konsumen untuk membeli produk tape.Pada kegiatan pengabdian masyarakat ini telah dilakukan penyuluhan mengenai peranan kemasan, bahan kemasan produk, bentuk kemasan produk, label kemasan, dan pelatihan pembuatan desain kemasan yang menarik dengan menggunakan metode presentasi, demonstrasi, dan praktek. Adapun dampak sosial yang diharapkan dalam kegiatan ini adalah produsen tape menyadari bahwa pentingnya kemasan yang menarik untuk produknya, produsen tape dapat membuat kemasan yang menarik untuk produknya, dapat berpikir lebih kreatif lagi dalam mendesain kemasan untuk produknya, produsen tape dapat meningkatkan penjualan produknya, dan calon konsumen dan pelanggan tetap dapat dengan mudah mengenali produk dari produsen tersebut dipandang dari kemasan yang menarik.Kata Kunci : Kemasan, Label, Tape Desa Cibeureum
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