PENGARUH PENGGUNAAN ENDORSEMENT TERHADAPMINAT BELI KONSUMEN PADA AISYKOTA BIMA

Abstract

 Satisfying consumer needs is the desire of every company. Apart from being
an important factor for the survival of the company, satisfying consumer needs can
increase its superiority in the competition. Consumers who are satisfied with
products and services tend to repurchase the product and reuse the service when the
same need reappears in the future. This study aims to determine the effect of the use
of endorsements on consumer buying interest at AISY Bima city. This study uses a
quantitative approach with a survey method. The population in this study are
consumers who have seen endorsements that promote AISY products, the number of
samples taken in this study were 50 respondents with the sampling used in this study
was purposive sampling. The research instrument used a questionnaire with a Likert
scale. Data analysis used simple linear regression, partial test with t test. To test the
effect between variables using SPSS (Statistical Service Product Solutions) version
23.00. The results showed that endorsement had a positive and significant effect on
buying interest at AISY in Bima city.