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All Journal Forum Manajemen
Ni Made Enayanti
Universitas Ngurah Rai
Economics, Econometrics & Finance Social Sciences

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Pengaruh citra merk dan celebrity endorsment terhadap keputusan pembelian produk skincare wardah pada generasi z (studi kasus di kota denpasar) Ni Made Enayanti; Ni Ketut Sukanti
Forum Manajemen Vol 21 No 1 (2023): Jurnal Forum Manajemen
Publisher : STIMI Handayani Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61938/fm.v21i1.506

Abstract

This study aims to determine the effect of brand image and celebrity endorser on purchasing decisions for Wardah skincare products in Denpasar City. This study uses a quantitative approach. The data used are skincare review viewer data and local brand sales data in e-commerce in 2021, the sample testing technique is carried out through a sampling method that uses classical assumption testing, determination analysis, linear multiple analysis, partial (t-test) and simultaneous testing. (f-test). The results of this study prove that brand image has a positive and significant effect on purchasing decisions, celebrity endorsers have a positive and significant effect on purchasing decisions. Simultaneously brand image and celebrity endorser have a significant effect on purchasing decisions.
Co-Authors Ni Ketut Sukanti