STRATEGI ENDORSMENT DAN BRAND IMAGE TERHADAP BUYING DECISION
DOI:
https://doi.org/10.64626/jmbo.v5i1.761Kata Kunci:
Endorsment, Buying Decision, Brand ImageAbstrak
Penelitian ini bertujuan untuk mengetahui pengaruh endorsement dan brand image terhadap buying decision produk busana merek 3second. Perkembangan industri fesyen yang semakin kompetitif menuntut merek untuk membangun citra yang kuat serta memanfaatkan figur publik sebagai endorse agar mampu menarik minat konsumen dan mempengaruhi selera dan keinginan konsumen, khususnya kalangan remaja dan dewasa muda. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dengan jumlah 240 responden, di mana data dikumpulkan melalui penyebaran kuesioner kepada responden yang merupakan konsumen atau pengguna produk 3second di Semarang dan sekitarnya pada tahun 2026. Metode analisis data yang digunakan meliputi uji validitas, uji reliabilitas, Structural Eqution Modelling (SEM) dengan Software AMOS. Hasil penelitian menunjukkan bahwa endorsement berpengaruh positif dan signifikan terhadap buying decision, brand image berpengaruh positif dan signifikan terhadap buying decision, sisanya dipengaruhi oleh variabel lain di luar model penelitian. Temuan ini mengimplikasikan bahwa perusahaan perlu mempertahankan kredibilitas endorser dan konsistensi brand image guna meningkatkan buying decision konsumen.
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Hak Cipta (c) 2026 Jurnal Manajemen Bisnis Dan Organisasi
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