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)
Dublin Core
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)
CELEBRITY ENDORSEMENT, BRAND IMAGE, AND CONSUMER TRUST (CASE
STUDY ON WARDAH SKINCARE USERS SAMI LUWES SURAKARTA)
Subject
celebrity endorser, brand image, Trust, Purchase decision
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.
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.
Creator
Devi Yulianti1), Istiatin 2), Eny Kustiyah
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2023
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Citation
Devi Yulianti1), Istiatin 2), Eny Kustiyah, “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),” Repository Horizon University Indonesia, accessed April 21, 2025, https://repository.horizon.ac.id/items/show/7696.
CELEBRITY ENDORSEMENT, BRAND IMAGE, AND CONSUMER TRUST (CASE
STUDY ON WARDAH SKINCARE USERS SAMI LUWES SURAKARTA),” Repository Horizon University Indonesia, accessed April 21, 2025, https://repository.horizon.ac.id/items/show/7696.