International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 7, No 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023

DECISION TO PURCHASE OF WARDAH SKINCARE PRODUCTS VIEWED FROM CELEBRITY ENDORSEMENT, BRAND IMAGE, AND CONSUMER TRUST (CASE STUDY ON WARDAH SKINCARE USERS SAMI LUWES SURAKARTA)

Devi Yulianti (Universitas Islam Batik Surakarta)
Istiatin Istiatin (Universitas Islam Batik Surakarta)
Eny Kustiyah (Universitas Islam Batik Surakarta)

Article Info

Publish Date
30 Mar 2023

Abstract

This study aims to determine the influence of celebrity endorsers, brand image, and trust in purchasing decisions for Wardah Skincare products in Sami Luwes Surakarta. The research design uses a quantitative descriptive method. The population is consumers who buy and use Wardah Skincare in Sami Luwes Surakarta. The sample is 100 people calculated by the unknown population formula and taken by purposive sampling. Linear regression test, t-test, and coefficient of determination were used to analyze the data. The result is celebrity endorsers, brand image, and trust each have positively and significantly affected the decision to purchase Wardah Skincare products at Sami Luwes Surakarta. Keywords: celebrity endorser, brand image, Trust, Purchase decision

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Journal Info
International Journal of Economics, Business and Accounting Research (IJEBAR)
Website

Abbrev

IJEBAR

Publisher

STIE AAS Surakarta

Subject

Economics, Econometrics & Finance

Description

International Journal of Economics, Business, and Accounting Research (IJEBAR) is a peer-reviewed, open access international scientific journal dedicated for rapid publication of high-quality original research articles as well as review articles in all areas of Economics, Business and Accounting. ...