Pengaruh Al-Ghazali Kohler Selaku Celebrity Endorser Pada Produk Operator Seluler (Provider) Indosat Terhadap Keputusan Pembelian (Studi Pada Masyarakat Desa Ketapang Barat, Kec Ketapang, Kab. Sampang). Dibawah bimbingan Dr. H. Muh. Syarif, Drs.Ec.,M.Si dan Nirma Kurriawati, S.P., M.Si. Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser yang terdiri atas variabel: Daya Tarik (Attractiveness), Kredibilitas (Credibility), Keahlian (Expertise) terhadap keputusan pembelian pada produk operator seluler (provider) indosat di desa Ketapang Barat, Kec. Ketapang. Kab. Sampang Populasi dalam penelitian ini adalah konsumen operator seluler Indosat di desa Ketapang Barat, Kec Ketapang- Sampang. Dan sampel dalam penelitian ini diperoleh sebesar 96 responden. Teknik pengolahannya menggunakan analisis regresi linier berganda. Hasil penelitian ini adalah (1) Secara simultan ketiga variabel celebrity endorser yang terdiri dari: Daya Tarik (Attractiveness), Kredibilitas (Credibility), dan Keahlian (Expertise) berpengaruh secara signifikan terhadap keputusan pembelian produk operator seluler (Provider) Indosat (2) Secara parsial variabel Daya Tarik (Attractiveness), Kredibilitas(Credibility), dan Keahlian (Expertise) berpengaruh secara signifikan terhadap keputusan pembelian produk operator seluler (Provider) Indosat (3) Dari ketiga variabel celebrity endorser Keahlian (Expertise) berpengaruh secara dominan terhadap keputusan pembelian produk operator seluler (Provider) Indosat. Kata Kunci : Celebrity Endorser, Keputusan Pembelian

The influence of Al-Ghazali Kohler As Celebrity Endorser In the Mobile Operator Products (Provider) Indosat through purchase Decision (Study on society at Desa Ketapang Barat, Kec Ketapang, Kab. Sampang). Under the guidance of Dr. H. Muh. Sharif, Drs.Ec., M.Si and Nirma Kurriawati, SP, M.Si. The aim of this study is to determines the influence of Celebrity Endorser that consist of variables: Attractiveness, Credibility, Expertise on purchase decisions on Indosat mobile operator product (provider) in desa Ketapang Barat, Kec. Ketapang. Kab. Sampang. Population on this study is Indosat mobile operator costumers in desa Ketapang Barat, Kec Ketapang, Kab.Sampang. And the sample in this study achieve amount 96 respondents. The Tabulation technique use multiple linear regression analysis. The results of this study is (1) Simultaneously the three variables of celebrity endorser that consist of: (Attractiveness), (Credibility), and (Expertise) significantly influence purchase decisions on Indosat Mobile Operator Product (Provider) (2) As Partial Variable Attractions (Attractiveness), (Credibility), and Skills (Expertise) have significant influential towards purchasing Indosat Mobile Operator decisions (3) From the three celebrity endorser variable (Expertise) have predominantly influential towards purchasing decisions on Indosat Mobile Operator (Provider) Keywords: Celebrity Endorser, Purchase Decision

Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal Baca Jurnal