THE EFFECT OF ISLAMIC BRANDING AND CELEBRITY ENDORSERS ON PURCHASE DECISIONS

Abstract

This study aims to determine the effect of  Islamic branding and celebrity endorser on purchasing decisions of sunsilk hijab shampoo products on Jember Islamic University students.Based on the objectives of this study, including research methods, namely by means of surveys in the form of questionnaires to explore data related to Islamic branding, celebrity endorsers and purchasing decisions. The population in this study is active female   students of Jember Islamic University until 2023 with a total of 1,903 female students. The sampling technique uses non-probability sampling, namely by purposive sampling method with a sample of 100 respondents. Data collection uses validity test, reliability test, t test and f test while data analysis technique uses multiple linear  regression. From the results of the analysis, it can be seen that Islamic Branding affects purchasing decisions with a tcount of > table with a result of 4,363 > 1,984, Celebrity Endorser affects purchasing decisions with a tcount of > ttable with a result of 3,457 > 1,984. Islamic Branding and Celebrity Endorsers simultaneously influence purchasing decisions with a fcalculate > table with results of 32,564 > 2,698. The Islamic branding and celebrity endorsers are able to influence Jember Islamic University students in making purchase decisions, because they can ensure, information and the benefits of its usefulness so as to make consumers more interested in making purchases.