PENGARUH FITUR PRODUK DAN SELEBRITI ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO DI VIDHA PONSEL MEDAN

This research aims to determine The Effect Of Product Features and Celebrity Endorser to The Decisions of Purchasing A VIVO Smartphone at Vidha Mobile Medan".The population in this study as much as 220 consumer, and using simple random sampling as many as 69 people. Data collection technique used is through questionnaire which measurement with likert scale and processed statistically using multiple regression analysis and t test hypothesis, f test hypothesis, and coefficient of determinant which previously data have been tested using validity test, reliability test, and classic assumption test. Data processing used SPSS 23.0 for windows.
From the results of validity test obtained rcount > rtable for each question item and reliability test questionnaire obtained alpha cronbach each variable that is 0.729 for variables X1, 0.774 for variable X2, and 0.778 for variable Y. This value is greater than the level of significant rtable ie 0.306.
Data analysis of each variable obtained by multiple regression equation Y = 0,787+ 0,243 X1 + 0,526 X2 + e. Obtained R2 of 0.827, which means X1 and X2 explain the effect on the variable Y of 68.4% while the rest described other variables outside the research. The partial test of each independent variable has an effect on the dependent variable with the research significance is smaller than 0.1 so the hypothesis is accepted, and the result of simultaneous test calculation is 125.4077 with ftable 2.38 which means Fcount> Ftable with level of significant (α) 0.000 < 0.1, which means that the accepted hypothesis of Product Features and Celebrity Endorser to The Decisions of Purchasing A VIVO Smartphone at Vidha Mobile Medan.