THE INFLUENCE OF CELEBRITY ENDORSER, PRODUCT QUALITY AND PRICE ON PURCHASE DECISIONS AND CUSTOMER SATISFACTION ON VIVO BRAND SMARTPHONES IN SURABAYA
Smartphone is a virtual communication tool in two directions that makes easy for individuals to interact through short message, telephone and an internet network. The purpose of this study was to analyze the influence of celebrity endorser, product quality and price on purchasing decisions and customer satisfaction. This research used quantitative methode with population 100 respondents who use Vivo brand smartphones in Surabaya. The analysis used partial least square, data obtained from questionnaires and tested with the SmartPLS 3.0. The results showed that the variable celebrity endorser, product quality and price had a significant effect on purchasing decisions, and purchasing decisions have a significant effect on customer satisfaction. Conclusion showed that sponsor more look for customers who using Vivo smartphones, which have affordable or discounted prices so customers make reapeat purchase and satisfied.