Pengaruh Brand Image, Celebrity Endorser, dan Electronic Word Of Mouth Terhadap Keputusan Pembelian (Studi Pada Produk Wardah)

Abstract

This research aim to find out: (1) the influence of brand image on Wardah product purchase decision. (2) the influence of celebrity endorser on Wardah product purchase decision. (3) the influence of electronic word of mouth on Wardah product purchase decision. The data used in this study is the primary data obtained from 245 respondents Wardah product users in Salatiga, and know ad of Wardah product. Sampling in this research is by using purposive sampling technique, then after collected data is tested by using multiple regression analysis. Based on the results of the analysis that has been done, it can be concluded that the brand image has a positive effect on purchase decisions, the cleater endorser has a positive effect on purchasing decisions, and celebrity endorser has a positive effect on purchasing decisions. Adjusted R square value obtained is 0.335 which means 33.5% variable purchase decision variable can be explained the three independent variables while 66.5% described other variables tang not examined in this study.