Research Article
Determinant Selection Motorcycle Effects Of Interest Product Design And Celebrity Endorser
@INPROCEEDINGS{10.4108/eai.8-10-2018.2288718, author={Edi Setiawan and Faizal Ridwan Zamzany and Sunarta Sunarta and Desi Azhari}, title={Determinant Selection Motorcycle Effects Of Interest Product Design And Celebrity Endorser }, proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia}, publisher={EAI}, proceedings_a={ICEMAB}, year={2019}, month={10}, keywords={product design celebrity endorser buying interest}, doi={10.4108/eai.8-10-2018.2288718} }- Edi Setiawan
Faizal Ridwan Zamzany
Sunarta Sunarta
Desi Azhari
Year: 2019
Determinant Selection Motorcycle Effects Of Interest Product Design And Celebrity Endorser
ICEMAB
EAI
DOI: 10.4108/eai.8-10-2018.2288718
Abstract
This study aims to determine the effect of product design and celebrity endorser on the interest in buying a Honda Motorcycle Beat Pop in Cikarang. The variables studied were product design and celebrity endorser as independent variables and buying interest as a dependent variable for consumers of Honda motorcycle Beat Pop in Cikarang. Population in this study is consumers of Honda Pop Beat in Cikarang. The number of samples was 99 respondents. The data is processed using multiple linear regression analysis. Sampling is done by accidental sample technique items, namely consumers in Cikarang. Based on the statistical analysis of the data, all indicators in this study are valid and also the variables are reliable. The results of this study state that product design and celebrity endorser together simultaneously have a positive effect on buying interest.