PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN BRAND EIGER

Studi pada Konsumen Eiger di Wilayah Solo Raya melalui Media Sosial Instagram

Authors

  • Dikma Nanda Mustika Jati Sekolah Tinggi Ilmu Studi Ekonomi Modern, Indonesia
  • Titin Hargyatni Sekolah Tinggi Ilmu Studi Ekonomi Modern, Indonesia

DOI:

https://doi.org/10.29040/jie.v10i1.19063

Abstract

This study aims to investigate how celebrity endorsements and brand perception influence consumer purchasing choices for Eiger brand products. Quantitative methods and a questionnaire survey were used to collect a sample of 100 consumers from the Solo Raya metropolitan area. After testing for validity, reliability, and traditional assumptions, the data were analyzed using multiple linear regression. The results indicate that celebrity endorsements and brand image have a strong, positive, and simultaneous impact on purchasing decisions. The coefficient of determination, at 89.4%, explains the variance in purchasing decisions. This study provides a useful complement to the Eiger brand's digital marketing plan by prioritizing trusted endorsers and enhancing brand reputation.

 Keywords: Celebrity Endorsement, Brand Image, Purchase Decision, Eiger Bran

Published

2026-02-27

How to Cite

Mustika Jati, D. N., & Titin Hargyatni. (2026). PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN BRAND EIGER: Studi pada Konsumen Eiger di Wilayah Solo Raya melalui Media Sosial Instagram. JURNAL ILMIAH EDUNOMIKA, 10(1). https://doi.org/10.29040/jie.v10i1.19063

Issue

Vol. 10 No. 1 (2026): EDUNOMIKA

Section

Articles

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