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Agung Dharmawan Buchdadi
Universitas Negeri Jakarta
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Journal : Jurnal Ekonomi, Manajemen, Akuntansi

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Pengaruh Brand Image, Word Of Mouth Dan Celebrity Endorser Terhadap Purchase Decision Produk Facetology Tessa Kusuma Dewi; Agung Dharmawan Buchdadi; Nofriska Krissanya
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 1: November 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i1.4909

Abstract

The This research aims to analyze the influence of Brand Image, Word Of Mouth and Celebrity Endorsers on Purchasing Decisions for facetology products. In an era of increasingly fierce business competition, understanding the factors that influence consumer decisions is the key to effective marketing strategies. This research uses quantitative methods with a survey approach to collect data from consumers of Facetology products. The sample used consisted of 200 respondents who were chosen randomly and analyzed using multiple regression. The research results show that Brand Image has a positive and significant influence on purchasing decisions for Facetology products, indicating that a strong brand image can increase consumers' desire to buy the product. Word of Mouth has also been proven to have a positive influence on purchasing decisions, indicating that Word Of Mouth recommendations have a significant impact in influencing consumer decisions. Apart from that, Celebrity Endorsers also provide a significant positive influence, showing that celebrity endorsers can increase product attractiveness and influence consumer Purchasing Decisions. Overall, Brand Image, Word Of Mouth, and Celebrity Endorser together make a significant contribution to Purchasing Decisions for Facetology products. These findings have important implications for the marketing strategies of Facetology and other brands looking to increase their competitiveness in the market. This research suggests that companies should focus more on managing Brand Image, utilizing Word of Mouth, and selecting the right Celebrity Endorser to maximize influence on consumer purchasing decisions.
Co-Authors A. W. S Waspodo, Agung Aditya , Shandy Adler Haymans Manurung Afwan Efendi Afwan Efendi Albasita Syafna Al'azhary Alessandro Simanihuruk Amalia Amelia Sholeha Anak Agung Alvian Prasetya Putera Andre, Muthia Nabila Andry Priharta Anismadiyah, Vega Atik Widayati Atmadja, Kris Fachuriyanti Ayu Annisa Rahmawati Bima Erlangga Budi Santoso Christian Wiradendi Wolor Dara Roswanti Pratami Destria Kurnianti Dewi Gathmyr Dewi Susita Dicky Iranto Dwi Cahyani Eric Hermawan Erlangga, Bima Erlangga Etty Gurendrawati, Etty Eva Herianti Fadlun A Hamid Fadlun A Hamid Fajri Akbar Fath Arif Mukti Sukaeri Fatimah Az-Zahro Febriana, Hadijah Frisca, Dhea Gabriela Melina Widiasih Gatot Nazir Ahmad Hadistira, Valdi HAMIDAH Hamidah . Hamidah, Hamidah Hapzi Ali Harisman Hendri Sucipto I Gusti Ketut Agung Ulupui Ifatuhoriah Yusuf Ifatuhoriah Yusuf Ika Nur Setiowati Imelda Sari Indriyanti, Isti Irianingsih, Eka Jerry Jerry M. Edo Suryawan Siregar Mahfirah, Titis Fatarina Margie, Lyandra Aisyah Mitha Icha Yanti Tambun Mitsalina Tantri Monica Dewi Muhammad Edo Suryawan Siregar Muhammad Fawaiq Muhammad Fawaiq Muhammad Fawaiq, Muhammad Muhammad Yusuf Muhammad Yusuf Musyaffi, Ayatulloh Michael Nabilla Ramadhani Nabillah Hasna Naily , Mayang Fauny Naramarito Pardede, Wasti Nazir Ahmad, Gatot Nithaqaini Yurasti, Inggih Asma Nofriska Krissanya Nurul Febriani, Annisa Obing Zaid Sobir Obing Zaid Sobir Oktafianto, Erlangga Oktariswan, Dony Panji Patra Anggaredho, Panji Patra Pebianti, Vina Perdana, Sararya Haikal Prameswari, Rita Prasetya, Budi Agung Puji Wahono Puji Yuniarti Purwana E.S., Dedi Rahmadhani, Safitri Dwi Rahmawati, Ayu Annisa Ramadhan, Sahlan Afri Ramdani, Adnan Fauzan Ramli Ramli Ratnawaty Marginingsih Rd. Tuty Sariwulan Ria Kurniawati Rosa Salsa Bila Ruswiati Suryasaputra Safariningsih, Ratna Tri Hari Saffanah Aini Rahmani Salsabila Putri Ramadhanti Sararya Haikal Perdana Shandy Aditya Sibarani, Silvia Paula Artha Silvana Syah Silvana Syah Silvana Syah Siregar, M. Edo Suryawan Siti Hamidah Rustiana Solikha , Solikha Sonny Haryanto Sophie Hestia Putri SS, Muh Fathul Mubaraq Suhayat, Jajang Suherman Suherman Suherman Sukma Andika Rahmayanti Sumardi Sumardi suparno Eko Widodo Suparno Suparno Suprayogi, Wahyu Suryawan Siregar, M. Edo Suwatno Suwatno SYAMSUL HIDAYAT Tessa Kusuma Dewi Ulupui, IGKA Umi Mardiyati Umi Widyastuti Umi Widyastuti Usep Suhud Usman Mustofa Vidia Ratu Balqis Malzara Vina Pebianti Virnalici, Virnalici Wahono, Puji Wicaksono, Tasya Dwi Widya Parimita, Widya Willy Cahya Sundara Zakaria, Adam