FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember

Nanik Hariyana ()
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Nanik Hariyana: Faculty Economy and Business, University of Jember, Indonesia. Author-2-Name: Raden Andi Sularso Author-2-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia Author-3-Name: Diana Sulianti K Tobing Author-3-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia

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Abstract: "Objective � The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with their advertising endorser in television. Methodology/Technique � This study used purposive sampling to gather information in the district of Situbondo, with a sample of 126 respondents and data measured with SEM (Structural Equation Modelling). Findings � By knowing the quality of the product, usually bring an attitude like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand, it is likely that consumers would recommend the product to others. Novelty � The study tests the Endorser effect in the context of Indonesia with original data."

Keywords: Advertising Endorser; FMCG Products; Purchase Decisions and Brand Loyalty (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 7
Date: 2017-06-19
New Economics Papers: this item is included in nep-com, nep-ipr, nep-mkt and nep-sea
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Published in Journal of Management and Marketing Review, Volume 2, Issue 3

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