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The Influence of Celebrity Endorsers, Brand Image, and Store Atmosphere on Consumer Purchasing Decisions at Lucky FlowerShop in Mojokerto.

Pengaruh Celebrity Endorser, Brand Image, dan Store Atmosphere Terhadap Keputusan Pembelian Konsumen Toko Lucky Flowershop di Mojokerto.

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DOI:

https://doi.org/10.21070/ups.936

Keywords:

Celebrity Endorser, Brand Image, Store Atmosphere, Consumer Purchasing Decisions

Abstract

This study aims to determine the influence of celebrity endorsers, brand image, and store atmosphere on consumer purchasing decisions at Lucky Flowershop in Mojokerto. This research is a descriptive research using quantitative methods. Sampling in this study was carried out using the Non Probability Sampling technique with the Incidental Sampling method and the number of samples in this study were 96 respondents. Data collection techniques using a questionnaire. The data analysis technique used in this study used multiple linear regression using the SPSS Statistics version 24 program. The results of this study prove that celebrity endorsers influence purchasing decisions, brand image influences purchasing decisions, and store atmosphere influences purchasing decisions for consumers at Lucky Flowershop in Mojokerto

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2023-04-27

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