Kontigensi: Jurnal Ilmiah Manajemen
Vol 9 No 2 (2021): Kontigensi: Jurnal Ilmiah Manajemen

The Effect Of Brand Image and Celebrity Endorser on "Wardah" Indonesian Halal Body Cream Cosmetics’ Purchase Decisions

Riri Oktarini (Universitas Pamulang, Tangerang Selatan, Banten, Indonesia)

Article Info

Publish Date
01 Oct 2021

Abstract

This study aims to determine the effect of Brand Image and Celebrity Endorser on the Purchase Decision. Indonesian Halal Body Cream Cosmetics of Wardah brand chosen as the context for this research. Empirical data were collected through a survey of 96 working mothers in South Tangerang Region. The quantitative method used is explanatory research using statistical analysis techniques through multiple linear regression analysis including correlation, determination, and hypothesis testing. The result of this study shows that “Brand Image” has a significant effect on purchasing decisions by 41.1%, while “Celebrity endorsers” also have a significant effect on purchasing decisions by 36.0%.

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Journal Info
Kontigensi: Jurnal Ilmiah Manajemen
Website

Abbrev

JIMK

Publisher

Universitas Pasundan

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

Description

The scope of Kontigensi: Jurnal Ilmiah Manajemen journal covering the field Business and Management. Topic related to these fields can be Business and Management, entrepreneurship, finance, and financial services, human resource management, marketing, industrial relations, insurance, intellectual ...