PENGARUH PENGGUNAAN CELEBRITY ENDORSER DAN SERVICE QUALITY TERHADAP MINAT BELI KONSUMEN DI ALFAMART JAHARUN B KECAMATAN GALANG KABUPATEN DELI SERDANG

Abstract

ABSTRACT
This study aims to determine and analyze the effect of using Celebrity Endorser and Service
Quality on consumer buying interest in Alfamart Jaharun B, Galang District, Deli Serdang
Regency. The sampling technique used purposive sampling which collected 93 respondents.
The data collection method used a questionnaire/questionnaire. The results of multiple linear
regression analysis obtained the equation Y = 6.297 + 0.547X1 + 0.302X2. In the partial test
(t test) the celebrity endorser variable has a positive and significant effect on buying interest
with a t value of 9.856 > t table 1.986 and a significant value of 0.000 < 0.05 and the service
quality variable has a positive and significant effect on buying interest with a t value of 4.804
> t table 1.986 and significant value 0.000 <0.05. Simulative significant test results (F test)
variable celebrity endorsement and service quality simultaneously or together have a positive
and significant effect on buying interest with an F arithmetic value of 154.463> F table 3.10
and a significant value of 0.000 <0.05. The results of the coefficient of determination test (R2)
obtained an R Square value of 0.774, meaning that the buying interest variable can be
explained by 77.4% by the celebrity endorser and service quality variables while the
remaining 22.6% is explained by other variables not included in this study..
Keywords: Celebrity Endorser, Service Quality and Buying Interest