Analisis Keputusan Pembelian Produk Wardah melalui Celebrity Endorsement dan Kualitas Produk

Authors

  • Riski Apriani Universitas Duta Bangsa Surakarta
  • Esti Dwi Rahmawati Universitas Duta Bangsa Surakarta
  • Agus Suyatno Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.30640/digital.v3i3.3032

Keywords:

Celebrity Endorsement, Product Quality, Purchasing Decisions

Abstract

The pace of the cosmetics/beauty product industry in Indonesia increases every year. In Indonesia there are several beauty product brands such as: Wardah, Sariayu, MS Glow, Emina, Somethinc, Avoskin, Lacoco, Azarine, PS Glow, Dear Me Beauty, Y.O.U Beauty, Purbasari, Scarlett Whitening, Madame Gie, Make Over. This research aims to analyze celebrity endorsement and product quality on purchasing decisions for Wardah products. The data used is primary and secondary data. The data collection method uses a questionnaire via Google Form. The analysis technique uses the Structural Equation Modeling-Part Least Square (SEM-PLS) method. The sampling technique uses a non-probability technique with purposive sampling type. A sample of 97 respondents was obtained. The data processing technique uses the SmartPLS 4.1 program. The variables in this research are the independent variables, namely celebrity endorsement and product quality, and the dependent variable, namely purchasing decisions. The research results show that celebrity endorsement has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions.

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Published

2024-08-03

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Vol. 3 No. 3 (2024): September : Digital Bisnis : Jurnal Publikasi Ilmu Manajemen dan E-Commerce

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