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All Journal Jurnal Mirai Management Prosiding Seminar Nasional Darmajaya J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi Prosiding Semhavok Jurnal Ilmiah Ekonomi Global Masa Kini MBIA Management Studies and Entrepreneurship Journal (MSEJ) Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Dinasti International Journal of Digital Business Management Forum Bisnis dan Kewirausahaan Jurnal Pengabdian kepada Masyarakat Bina Darma Jurnal Pengabdian Masyarakat Information Technology (JPM ITech)
Efan Elpanso
Universitas Bina Darma
Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Al-Kharaj: Jurnal Ekonomi, Keuangan

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Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian pada Produk Kosmetik Wardah di Kota Palembang Carla Mourina Elsalonica; Efan Elpanso
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 6 No 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i3.5077

Abstract

This study aims to determine the influence of celebrity endorsers and brand image on purchasing decisions on wardah cosmetic products in Palembang City. The population in this study were wardah customers in Palembang City, 90 samples were taken. The data collection method used in this study was obtained through a questionnaire. The data analysis technique used is multiple linear regression analysis. Based on the results of the analysis it was concluded that celebrity endorsers and brand image have a positive and significant partial effect on purchasing decisions on wardah cosmetic products in Palembang City. Through a simultaneous test, the results of celebrity endorser and brand image have a positive and significant simultaneous effect on purchasing decisions on wardah cosmetic products in Palembang City.
Co-Authors -, Trisninawati Agus Yuliansah Saputra Alda Nurgusti Mayang Alfina Putri Utami Amellya Amellya Ayu Lestari Carla Mourina Elsalonica Darwin Darwin Dina Mellita Eva Lasfiana Fitriasuri, Fitriasuri Herdian Prahmana Putra Heriyanto Heriyanto Ismiranti Humairoh Kiki Riansyah Mareta Ulantika Noviardy, Andrian Putri Maharani Rama Novita Sari Sably Aliya Savira, Devi Sulaiman Sulaiman Tiara Levia Sari Trisninawati Zainal, Rabin Ibnu