Pengaruh Celebrity Endorser, Ekuitas Merek Dan Keputusan Pembelian Terhadap Kepuasan Konsumen Produk Samsung Di Bandar Lampung

Abstract

This research aims to analyze the influence of celebrity endorsers, brand equity and purchasing decisions on consumer satisfaction with Samsung products in Bandar Lampung. In the current digital era, competition in the electronics industry is getting tighter with various cellphone brands, one of which is Samsung, which is the market leader but is experiencing a decline in sales. Factors such as celebrity endorsers, brand equity and purchasing decisions are believed to have an important role in shaping consumer satisfaction. This research uses quantitative methods by distributing questionnaires to Samsung consumers in the region. The sample for this research was 100 respondents who had purchased Samsung products. The research results show that celebrity endorsers have a significant effect on consumer satisfaction, brand equity does not have a significant effect on consumer satisfaction and purchasing decisions have a significant effect on consumer satisfaction of Samsung products in Bandar Lampung.