Abstract
This research was conducted based on data on the increasing contribution of the creative industry sub-sector of Bandung City to PDRB in 2018 to 2020. The research method used is descriptive and verification method with a total sample of 100 respondents. The data analysis method used is multiple linear regression analysis, multiple correlation and coefficient of determination. The results showed that there was a positive and significant influence between celebrity endorser and price on the purchasing decision process. The magnitude of the influence of celebrity endorser and price on the purchasing decision process simultaneously is 53.4% and the remaining 46.6% is influenced by other variables not examined. Partially the magnitude of the influence of celebrity endorsers on the purchasing decision process is 9.4% and the influence of price on the purchasing decision process is 44%, so it can be concluded that the price has the greatest influence on the purchasing decision process.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
