PENGARUH BRAND IMAGE DAN CELEBRITTY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

Abstract

This study aims to determine how the influence of Brand Image and Celebrity Endorser on Wardah Cosmetics Purchase Decisions on active undergraduate students at Bina Darma University Palembang, Faculty of Economics and Business. The sample in this study were 117 respondents who were students of the Faculty of Economics and Business, University of Bina Darma Palembang. The sampling method used by the researcher is a purposive sampling technique with criteria which include active undergraduate students at Bina Darma University Palembang, Faculty of Economics and Business, who have purchased and used Wardah cosmetics in the last three months and are aware of Wardah advertisements. This type of research is a quantitative study using multiple linear regression analysis techniques processed using the SPSS V.22 application. The results of this study indicate that simultaneously there is a significant influence between the brand image variable and the celebrity endorser variable on the purchasing decision variable. And there is also a partial influence between the brand image and celebrity endorser variables on purchasing decisions