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)

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 Luwe...

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Main Authors: Yulianti, Devi, Istiatin, Istiatin, Kustiyah, Eny
Format: Article in Journal/Newspaper
Language:English
Published: LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta) 2023
Subjects:
sami
Online Access:https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/8551
https://doi.org/10.29040/ijebar.v7i1.8551
id ftstieasurakarta:oai:jurnal.stie-aas.ac.id:article/8551
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spelling ftstieasurakarta:oai:jurnal.stie-aas.ac.id:article/8551 2023-08-27T04:11:45+02:00 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) Yulianti, Devi Istiatin, Istiatin Kustiyah, Eny 2023-03-30 application/pdf https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/8551 https://doi.org/10.29040/ijebar.v7i1.8551 eng eng LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta) https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/8551/3716 https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/8551 doi:10.29040/ijebar.v7i1.8551 Copyright (c) 2023 International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Economics, Business and Accounting Research (IJEBAR); Vol 7, No 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023 2614-1280 2622-4771 10.29040/ijebar.v7i1 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article 2023 ftstieasurakarta https://doi.org/10.29040/ijebar.v7i1.855110.29040/ijebar.v7i1 2023-08-05T21:53:35Z 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 Article in Journal/Newspaper sami E-Journal STIE AAS Surakarta (Sekolah Tinggi Ilmu Ekonomi)
institution Open Polar
collection E-Journal STIE AAS Surakarta (Sekolah Tinggi Ilmu Ekonomi)
op_collection_id ftstieasurakarta
language English
description 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
format Article in Journal/Newspaper
author Yulianti, Devi
Istiatin, Istiatin
Kustiyah, Eny
spellingShingle Yulianti, Devi
Istiatin, Istiatin
Kustiyah, Eny
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)
author_facet Yulianti, Devi
Istiatin, Istiatin
Kustiyah, Eny
author_sort Yulianti, Devi
title 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)
title_short 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)
title_full 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)
title_fullStr 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)
title_full_unstemmed 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)
title_sort 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)
publisher LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)
publishDate 2023
url https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/8551
https://doi.org/10.29040/ijebar.v7i1.8551
genre sami
genre_facet sami
op_source International Journal of Economics, Business and Accounting Research (IJEBAR); Vol 7, No 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023
2614-1280
2622-4771
10.29040/ijebar.v7i1
op_relation https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/8551/3716
https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/8551
doi:10.29040/ijebar.v7i1.8551
op_rights Copyright (c) 2023 International Journal of Economics, Business and Accounting Research (IJEBAR)
op_doi https://doi.org/10.29040/ijebar.v7i1.855110.29040/ijebar.v7i1
_version_ 1775354830718500864

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