PENGARUH CELEBRITY ENDORSER TERHADAP CITRA MEREK DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN SHAMPO CLEAR (SURVEI PADA PENGUNJUNG CARREFOUR BUARAN PLAZA)

ABSTRACT TANIA KAIBA. 8215067728. The Influences of Celebrity Endorser Toward Brand Image, And Its Influences In Purchasing Decisions on Clear Shampoo (Visitors Survey At Buaran Plaza). Skripsi. Study Program of Management. Department of Management. Faculty of Economic. Jakarta State University. 2011. This study aims to describe clearly about the celebrity endorser (X), brand image (Y), and the purchase decision (Z) on the user's Clear shampoo visitors Buaran Carrefour Plaza. The second objective is to measure how strong the influence of the celebrity endorser of the brand image, the third objective was to measure how strong the influence of brand image on purchase decisions, and the fourth objective is to measure how strong the influence of celebrity endorser of the purchase decision. The hypothesis proposed in this study is, H1) There is the influence of the celebrity endorser of the brand image, H2) there is the influence of brand image on purchase decisions, and H3) are among the celebrity endorser to influence purchasing decisions. This type of research is descriptive, using nonprobability method and more specifically using purposive sampling techniques. The population of this study is the visitor Buaran Carrefour Plaza by the number of 125 respondents. Sampling of the research is that consumers have been buying and using a shampoo Clear in the study period. Analysis of the research was conducted using SPSS statistical application program (Statistical Package for the Social Science). Results of simple linear regression that shows celebrity endorser influence the brand image, brand image influence on purchasing decisions, celebrity endorser influence on purchase decisions, (5% level of significance) with a significance value of X to Y (0.00), then Y to Z ( 0.00), and X to Z (0.00). Results of analysis of determination in this study shows the contribution to the celebrity endorser for 44.1% of brand image, brand image on purchase decisions for 35.4%, celebrity endorser of the purchasing decisions of 31.9%. Keywords: celebrity endorser, brand image, and purchasing decisions