Detail Cantuman

ABSTRACT
Rahman Rahim, The Effect of Celebrity Endors and Prices on the Decision to Purchase Mobile Phones at Gallery Phone Makassar (supervised by Edy Jumadi, Dan Susianah Mukhtar).
This study aims to determine whether celebrity endorsements and prices on the decision to purchase mobile phones at the Makassar Phone Gallery.
Collecting data using primary data obtained from consumers at Gallery Phone Makassar which is then used as a respondent using a sampling technique, namely incidental technique with a population of 82 respondents. The results of the primary data collected through the distribution of the questionnaire have been tested with the classical assumption test in the form of normality assumption, multicollinearity assumption and heteroscedasticity assumption. The data analysis method used descriptive statistical analysis techniques and inferential statistical analysis.
The results showed that celebrity endorsements and prices had a positive and significant effect on purchasing decisions. The magnitude of the effect can be seen from the coefficient of determination where the adjusted R Square value is 0.48.4 or 48.4%. So it can be said that 48.4% of the influence of Purchase Decisions is caused by Celebrity and Price Endors while the remaining 51.6% is caused by other variables not examined in this study.
Keywords: Celebrity Endors, Price, and Purchase Decision.