Please use this identifier to cite or link to this item: https://repository.unej.ac.id/xmlui/handle/123456789/83750
Title: FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember
Authors: Hariyana, Nanik
Sularso, Raden Andi
Tobing, Diana Sulianti K.
Keywords: Advertising Endorser
FMCG Products
Purchase Decisions
Brand Loyalty
Issue Date: 27-Dec-2017
Abstract: Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with their advertising endorser in television. Methodology/Technique – This study used purposive sampling to gather information in the district of Situbondo, with a sample of 126 respondents and data measured with SEM (Structural Equation Modelling). Findings – By knowing the quality of the product, usually bring an attitude like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand, it is likely that consumers would recommend the product to others. Novelty – The study tests the Endorser effect in the context of Indonesia with original data.
Description: J. Mgt. Mkt. Review 2 (3) 89 – 95 (2017)
URI: http://repository.unej.ac.id/handle/123456789/83750
ISSN: 0128-2603
Appears in Collections:LSP-Jurnal Ilmiah Dosen

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