Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol 6 No 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian pada Produk Kosmetik Wardah di Kota Palembang

Elsalonica, Carla Mourina (Unknown)
Elpanso, Efan (Unknown)

Article Info

Publish Date
19 Sep 2023

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.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Economics, Econometrics & Finance Social Sciences

Description

AL-KHARAJ: The Journal of Islamic Economics, Finance & Business is a scientific journal published by the Center for Research and Strategic Studies (PRKS) of the Institute of Islamic Religion (IAI) National Laa Roiba Bogor. This journal contains scientific papers from academics, researchers and ...