Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

Determinant Selection Motorcycle Effects Of Interest Product Design And Celebrity Endorser

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  • @INPROCEEDINGS{10.4108/eai.8-10-2018.2288718,
        author={Edi  Setiawan and Faizal Ridwan Zamzany and Sunarta  Sunarta and Desi  Azhari},
        title={Determinant Selection Motorcycle  Effects Of Interest Product Design And Celebrity Endorser },
        proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMAB},
        year={2019},
        month={10},
        keywords={product design celebrity endorser buying interest},
        doi={10.4108/eai.8-10-2018.2288718}
    }
    
  • Edi Setiawan
    Faizal Ridwan Zamzany
    Sunarta Sunarta
    Desi Azhari
    Year: 2019
    Determinant Selection Motorcycle Effects Of Interest Product Design And Celebrity Endorser
    ICEMAB
    EAI
    DOI: 10.4108/eai.8-10-2018.2288718
Edi Setiawan1,*, Faizal Ridwan Zamzany1, Sunarta Sunarta1, Desi Azhari1
  • 1: Faculty of Economics and Business, University of Muhammadiyah Prof. DR. HAMKA, Jakarta, Indonesia
*Contact email: edisetiawan@uhamka.ac.id

Abstract

This study aims to determine the effect of product design and celebrity endorser on the interest in buying a Honda Motorcycle Beat Pop in Cikarang. The variables studied were product design and celebrity endorser as independent variables and buying interest as a dependent variable for consumers of Honda motorcycle Beat Pop in Cikarang. Population in this study is consumers of Honda Pop Beat in Cikarang. The number of samples was 99 respondents. The data is processed using multiple linear regression analysis. Sampling is done by accidental sample technique items, namely consumers in Cikarang. Based on the statistical analysis of the data, all indicators in this study are valid and also the variables are reliable. The results of this study state that product design and celebrity endorser together simultaneously have a positive effect on buying interest.