THE GAMING COMMUNITY’S PERSPECTIVE OF CELEBRITY ENDORSEMENT AND PRODUCT QUALITY, IT’S IMPACT ON PURCHASE DECISION
The technology is currently growing rapidly. Today, people not only use smartphones for communication but also for playing games. The development of games based on smartphone technology can encourage the gaming community to grow especially in big city cities in Indonesia. The smartphone companies are currently competing to develop the quality of smartphone products, and collaborating with some celebrities to promote their products. The purpose of this study to determine the influence of celebrity endorsement (X1) and product quality (X2) which are the independent variables on purchase decision behaviour (Y) as dependent variable. This study is a quantitative research using descriptive and verificative analysis. 100 questionnaires have been distributed to the gaming community members as a data collection tool. The result show, most of them know the smartphone products not from advertisements but the review on internet platform. The celebrity that was endorses by company also fit of the products image. The main reason for buying smartphone is easy to operating the products. There’s an effect of celebrity endorsement and product quality simultaneously on smartphone purchasing decisions.