PERAN CELEBRITY ENDORSEMENT DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BANANABIM DI KOTA PALU

ABSTRACT
Muhammad Luthfi, "The Role of Celebrities Endorsement And Word of mouth Electronics In Purchasing Decisions BananaBim In The Palu City" Guided by Maskuri Sutomo.
This study aims to determine The Role of Celebrities Endorsement And Word of mouth Electronics In Purchasing Decisions BananaBim In The Palu City. In this study a sample of 60 respondents was taken.Sampling using purposive sampling. Data collection is done by distributing questionnaires. The method of
data analysis is done by multiple linear regression methods using SPSS 21 For Windows. The results of this study indicate that simultaneously celebrity support and Electronic Word of mouth variables significantly influence BananaBim purchasing
decisions in Palu City, with a sig-F value of 0,000 <0,05, while the partial support of celebrities and Electronic Word of mouth has a significant effect influence the buying decision of BananaBim in Palu City..
Keywords: celebrity endorsements, word of mouth electronic and purchasing
decisions

ABSTRAK
Muhammad Luthfi, “Peran Celebrity Endorsement Dan Electronic Word of mouth Terhadap Keputusan Pembelian BananaBim di Kota Palu” Dibimbing oleh Maskuri Sutomo.
Penelitian ini bertujuan untuk mengetahui Peran Celebrity Endorsement Dan Electronic Word of mouth Terhadap Keputusan Pembelian BananaBim di Kota Palu. Dalam penelitian ini diambil sampel sebanyak 60 responden. Pengambilan sampel dengan menggunakan purposive sampling. Pengumpulan data dilakukan dengan menyebar kuesioner. Metode analisis data dilakukan dengan metode regresi linear berganda menggunakan bantuan SPSS 21 For Windows. Hasil penelitian ini menunjukkan bahwa secara serempak variabel Celebrity Endorsement dan Electronic Word of mouth berpengaruh signifikan terhadap keputusan pembelian BananaBim di Kota Palu, dengan nilai sig-F sebesar 0,000 < 0,05, sedangkan secara parsial Celebrity Endorsement dan Electronic Word of mouth berpengaruh signifikan terhadap keputusan pembelian BananaBim di Kota Palu.
Kata Kunci: celebrity endorsement, Electronic Word of mouth dan keputusan pembelian