PENGARUH CELEBRITY ENDORSER PASHA"UNGU" TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO BLACK ID BANDUNG

Bandung City is one of centre of Distro and Clothing. Becouse increasing the

company in this field, so grow the competitive competition among the company.

There fore Distro Black ID company promote by using celebrity endorser, an

advertisment with public figure or famous person as message communicator that will

be influence the decision of consument to buy becouse of their achievement and love

of consument. And Consumers purchese decision is a prsocess that passed by

consumers to decide the purchese.

The purchese of this reserch is to know respond of responden to Celebrity

Endorseer Pasha “Ungu” on Black ID Distro Bandung. To know consumers

purchesing decision at Black ID Distro Bandung. And to know the influencce of

Celebrity Endorser Pasha “Ungu” on consumers purchesing decision at Black ID

Distro Bandung. Sampel use is 100 respondent people. Compose data with

qualitative analysis method and quantitative analysis. Data quality tes with validity

tes and realibility. And to know relation between X variabel and Y variabel writer use

Rank Spearman correlation analysis and coefficient determination with hypotesis tes,

From test result, know that there are a strong relation between Celebrity

Endorser Pasha “Ungu” on Consumers purchesing decision with correlation value r

= 0,737. The influence of Celebrity Endorser Pasha “Ungu” on consumers

puchasing decision is 54,31%, while rest are 45,69 % influenced by other factor.

Hyfotesis tes correlation resulted t count = 10,798 whele t table = 1.979, so t count >

t table. So H1 accepted or there is an influnce between Celebrity Endorser Pasha

“Ungu” on Consumers Purchese Decision at Black ID Distro Bandung.