“Pengaruh Citra Merek, Daya Tarik Endorser dan Kredibilitas Endorser Terhadap Keputusan Pembelian”: Studi Pada Pengguna Kosmetik Wardah Oleh Mahasiswi Universitas Kristen Satya Wacana.

Abstract

Tujuan penelitian ini ingin menguji pengaruh variabel Citra Merek, Daya Tarik Endorser dan kredibilitas Endorser secara simultan dan parsial terhadap keputusan pembelian produk Wardah. Penelitian ini mengambil sampel sebanyak 105 orang mahasiswi yang ada dikampus Universitas Kristen Satya Wacana Salatiga. Pengambilan sampel pada penelitian ini menggunakan teknik purposive sampling. Hasil dari penelitian ini secara parsial citra merek dan daya tarik endorser tidak berpegaruh signifikan terhadap keputusan pembelian produk kosmetik Wardah oleh mahasiswa kampus UKSW Salatiga. Sedangkan kredibilitas endorser berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Wardah oleh mahasiswa kampus UKSW Salatiga. Secara simultan citra merek, daya tarik endorser dan kredibilitas endorser berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Wardah oleh mahasiswa kampus UKSW Salatiga.

The aim of this study was to examine the influence of Brand Image, Endorser Attractiveness, and Endorser Credibility both simultaneously and partially toward the purchase decision of Wardah products.This study took the samples of 105 female students of Satya Wacana Christian University in Salatiga. The sampling method used in this study was purposive sampling technique. The result of this study showed that brand image and endorser attractiveness did not have significant effects on the purchase decision of Wardah cosmetic products partially by the students of SWCU Salatiga. Whereas the endorser credibility had a significant effect on the purchase decision of Wardah cosmetic products by the students of SWCU Salatiga. Brand Image, Endorser Attractiveness, and Endorser Credibility simultaneously had a significant effect on the purchase decision of Wardah cosmetic products by the students of SWCU Salatiga.