FMCG Product Endorser Advertising Variables Affect The Purchase Decisions And Brand Loyalty In The Community In The District Situbondo

Abstract

The purpose of this study to determine the variable rent Endorser Products FMCG Influential Against Buying Decision and Brand Loyalty In Society in Situbondo, phenomena of this study is the purchasing power of people in the district of Situbondo in decisions The purchase and brand loyalty FMCG products with their advertising endorser in television. In this study using purposive sampling area to gather information in the district of Situbondo, with a sample of 126 respondents with a measuring tool SEM (Structural Equition Modelling) on the test results SEM proved that his results indicate that there is significant influence variable rent Endorser Products FMCG Against Purchasing decisions and Brand Loyalty in Communities in Situbondo) and tended to increase at a rate of 5% alpha. Keywords: Advertising Endorser, FMCG products, purchase decisions and brand loyalty