Pengaruh Celebrity Endorser, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Smartphone Xiaomi Di Xiaomi Center Palembang

ABSTRACT   This study aims to test the hypothesis of the effect of celebrity endorser, price, and product quality on purchasing decisions for Xiaomi smartphone products at the Xiaomi Center Palembang. The population of this research is all customers who want to buy and who have bought a Xiaomi smartphone at the Xiaomi Center Palembang. The sampling technique is purposive sampling with the criteria of respondents being consumers who have Xiaomi smartphones, respondents have made purchases on Xiaomi smartphone products at least once, respondents have seen youtubers review Xiaomi smartphone products on Youtube. The number of samples as many as 83 respondents. The research data analysis technique used multiple linear regression, correlation coefficient, and coefficient of determination. Based on the results of the study, it can be explained that the results of the t-test analysis of the celebrity endorser variable obtained a significance value of 0.013 <0.05, then the price variable with a significance value of 0.007 <0.05 and a significant value of product quality variable of 0.033 <0.05, meaning that of the three variables The research (celebrity endorser, price, and product quality) can be concluded that there is a partial and significant effect on the dependent variable, namely the purchase decision variable. Then based on the results of the F test (simultaneous) obtained a significance value of 0.001 < 0.05, this can be explained that the significance value is smaller than alpha and it can be concluded that there is a simultaneous effect of the independent variables (celebrity endorser, price, and product quality) to the dependent variable (purchase decision).   Keywords : Job Placement and Work Achievement. ABSTRAK   Penelitian ini bertujuan untuk menguji hipotesis pengaruh celebrity endorser, harga, dan kualitas produk terhadap keputusan pembelian produk smartphone Xiaomi di Xiaomi Center Palembang. Populasi penelitian ini adalah seluruh pelanggan yang hendak membeli dan yang pernah membeli smartphone Xiaomi di Xiaomi Center Palembang. Teknik pengambilan sampel adalah purposive sampling dengan kriteria responden adalah konsumen yang memiliki smartphone Xiaomi, responden pernah melakukan pembelian pada produk smartphone Xiaomi minimal satu kali, responden pernah melihat youtuber melakukan review produk smartphone Xiaomi di Youtube. Jumlah sampel sebanyak 83 responden. Teknik analisis data penelitian menggunakan regresi linier berganda, koefisien korelasi, dan koefisien determinasi. Berdasarkan hasil penelitian dapat dijelaskan bahwa hasil analisis uji t variabel celebrity endorser diperoleh nilai signifikansi 0,013 < 0,05, kemudian variabel harga dengan nilai signifikansi 0,007 < 0,05 dan nilai signifikansi variabel kualitas produk sebesar 0,033 < 0,05, artinya dari ketiga variabel penelitian (celebrity endorser, harga, dan kualitas produk) dapat disimpulkan bahwa terdapat pengaruh secara parsial dan signifikan terhadap variabel terikat yaitu variabel keputusan pembelian. Kemudian berdasarkan hasil olah uji F (simultan) diperoleh nilai signifikansi 0,001 < 0,05, hal ini dapat dijelaskan bahwa nilai signifikansi lebih kecil dari alpha dan dapat disimpulkan bahwa terdapat pengaruh secara simultan dari variabel bebas (celebrity endorser, harga, dan kualitas produk) terhadap variabel terikat (keputusan pembelian).   Keywords : Celebrity Endorser, Harga, Kualitas Produk, Keputusan Pembelian.