PENGARUH BRAND IMAGE, PERSEPSI HARGA, CELEBRITY ENDORSER DAN KUALITAS PRODUK TERHADAP MINAT BELI (STUDI PADA KONSUMEN ICE CREAM WALLS DI SEMARANG)

Abstract

This study examines the effect of brand image, perceived price, celebrity endorser and product quality on buying interest in Ice Cream Walls in Semarang. The sampling method uses purposive sampling with the 2017 research period. The relationship or influence between variables is explained using the multiple regression analysis method. The results showed that brand image, price perception, celebrity endorser, product quality had a positive effect on buying interest in Ice Cream Walls in Semarang