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All Journal Asian Journal of Management Analytics
Syifaramadan, Choiruddin
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Decision Sciences, Operations Research & Management

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The Influence of Brand Image, Celebrity Endorser, Electronic Word of Mouth and Communication Media on Purchase Decisions Syifaramadan, Choiruddin; Rahayu, Tri Septin Muji; Utami, Restu Frida; Purwidianti, Wida
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.14775

Abstract

This study aims to analyze the influence of brand image, celebrity endorser, electronic word of mouth and communication media on purchasing decisions for skincare brand S products in Indonesia. The population in this study was the general public of Kembaran sub-district. The sampling method used was purposive sampling. The formula for determining the minimum sample used Slovin with a minimum sample of 100 respondents. The instrument used was a questionnaire with a Likert scale. This study used multiple linear regression test analysis tools. The results showed that brand image had a positive and significant effect on purchasing decisions, celebrity endorsers had a significant positive effect on purchasing decisions, electronic word of mouth had a negative effect on purchasing decisions and communication media had no impact on purchasing decisions.
Co-Authors Restu Frida Utami Tri Septin Muji Rahayu, Tri Septin Wida Purwidianti