PENGARUH PERSEPSI HARGA DAN CELEBRITY ENDORSE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA N-MAX DI KOTA MALANG

This study aimed to determine the effects of price perception and celebritry endorse towards the purchase decisions on Yamaha NMAX motorbike in Malang City. This is a quantitative and descriptive study. There were 100 buyers selected through convenience sampling. The data used were primary, obtained from the questionnaire filled by the respondents. The data were analyzed through Multiple Linear Regression. The findings showed that the price perception and celebrity endorsement positively and significantly affected the buyers’ purchase decision