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EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT AND BRAND AWARENESS ON CONSUMER BEHAVIOR: A CASE STUDY OF ES TEH INDONESIA IN KOTA BARU JAMBI

Journal of Business Studies and Management Review · Vol. 7 No. 2 (2024) · hlm. 37–42

DOI
10.22437/jbsmr.v7i2.35234
ISSN
2597-6265, 2597-369X
Terbit
2024-06-29
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This For entrepreneurs, the internet is useful for promoting their business to consumers. The development of digital technology and the growth of the business world in the current era is increasingly heading towards a global direction which makes a company required to establish the right marketing strategy in order to win marketing and be able to compete competitively with competitors. The purpose of this study was to determine the effect of celebrity endorsement and brand awareness on purchasing decisions for Indonesian iced tea, Kota Baru Jambi branch. The population of this study were consumers of Indonesian iced tea, Kota Baru Jambi branch with a sample size of 100 respondents using the lameshow formula. The sampling technique used purposive sampling technique using several criteria. This study uses quantitative methods and the data source used is primary data and data collection using a questionnaire distributed via google form. While the scale in this study uses a Likert scale. The data processing method uses multiple linear regression analysis, determination coefficient, partial t test and simultaneous F test. The results showed that celebrity endorsement had a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi.Brand awareness has a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi. And simultaneously celebrity endorsement and brand awareness have an effect on purchasing decisions on Indonesian iced tea in the new city branch of Jambi.

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT AND BRAND AWARENESS ON CONSUMER BEHAVIOR: A CASE STUDY OF ES TEH INDONESIA IN KOTA BARU JAMBI </dc:title>
	<dc:creator xml:lang="en">Sabrina, Hanan Laras</dc:creator>
	<dc:creator xml:lang="en">Fahdillah, Yosi </dc:creator>
	<dc:creator xml:lang="en">Pangestu, Mira Gustiana</dc:creator>
	<dc:subject xml:lang="en">Celebrity Endorsement</dc:subject>
	<dc:subject xml:lang="en">Brand Awareness</dc:subject>
	<dc:subject xml:lang="en">Purchase Decision</dc:subject>
	<dc:description xml:lang="en">This For entrepreneurs, the internet is useful for promoting their business to consumers. The development of digital technology and the growth of the business world in the current era is increasingly heading towards a global direction which makes a company required to establish the right marketing strategy in order to win marketing and be able to compete competitively with competitors. The purpose of this study was to determine the effect of celebrity endorsement and brand awareness on purchasing decisions for Indonesian iced tea, Kota Baru Jambi branch. The population of this study were consumers of Indonesian iced tea, Kota Baru Jambi branch with a sample size of 100 respondents using the lameshow formula. The sampling technique used purposive sampling technique using several criteria. This study uses quantitative methods and the data source used is primary data and data collection using a questionnaire distributed via google form. While the scale in this study uses a Likert scale. The data processing method uses multiple linear regression analysis, determination coefficient, partial t test and simultaneous F test. The results showed that celebrity endorsement had a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi.Brand awareness has a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi. And simultaneously celebrity endorsement and brand awareness have an effect on purchasing decisions on Indonesian iced tea in the new city branch of Jambi.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2024-06-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/35234</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v7i2.35234</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024; 37-42</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/35234/18356</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Hanan Laras Sabrina, Yosi  Fahdillah, Mira Gustiana Pangestu</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>