PENGARUH ZASKIA ADYA MECCA SEBAGAI CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KUE ”MAMAHKE JOGJA” DI YOGYAKARTA TAHUN 2019

This study was to analyze the Influence of Zaskia Adya Mecca As a
Celebrity Endorser Against the Decision of the Buyer of the Cake
“MAMAHKE JOGJA” Yogyakarta In the Year 2019. As for the
background belakangin this study based on the characteristics of the buyer
against the decision to buy a cake in mamake jogja. And what is the role of
Zaskia Adya Mecca is very important in marketing a cake mamahke jogja .
The methodology used in this study is descriptive quantitative that
rely on the source of any questionnaire that was distributed to several
informants. Retrieval techniques informants using purposive sampling, i.e.
the selection of informants using a particular consideration, the Content of
this study is the description of the data and the analysis of the author based
on the data obtained.
Conclusion based on the results of the analysis with multiple regression
it can be concluded that a celebrity endorser which consists of
attractiveness, trustwothness, expertise has a positive effect and significant
to decision of purchasing a cake Mamahke Jogja in Yogyakarta.
Attractiveness is the thing that is interesting of endorsers includes a number
of characteristics that can be seen audience in endorsers such as physical
attractiveness, personality traits (personality), Trustworthiness is a trust that
consists of honesty, integrity and trustworthy a source in convincing others
to take action. The level of honesty or trust of the endorser is influenced by
consumer perceptions of the purpose of the endorser is. Expertise is the
expertise of the celebrity who refers to the expertise which consists of
knowledge, experience and skills possessed