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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Laili Setianita Rizki
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Kualitas Produk, Ekuitas Merek dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Kosmetik Maybelline: Studi pada Konsumen Produk Kosmetik Maybelline di Kota Kendal Laili Setianita Rizki; Euis Soliha
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i11.4019

Abstract

This research aims to determine the influence of quality, equity and celebrity endorsers on purchasing decisions for Maybelline cosmetic products . The method used in this research is to use a quantitative method, which means a form of data in the form of numbers. The results state that product quality has a positive and significant effect on purchasing decisions. It can be interpreted that the better and better the quality of a product, the more interested consumers will be in deciding to buy Maybelline cosmetic products. Brand equity has a positive and significant effect on purchasing decisions. It can be interpreted that the better the level of equity of a product, the more interested consumers will be in deciding to buy Maybelline cosmetic products. Celebrity endorsers have a positive and significant influence on purchasing decisions. It can be interpreted that the better and more attractive the advertisement being promoted, the more interested consumers will be in deciding to buy Maybelline cosmetic products.
Pengaruh Kualitas Produk, Ekuitas Merek dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Kosmetik Maybelline: Studi pada Konsumen Produk Kosmetik Maybelline di Kota Kendal Laili Setianita Rizki; Euis Soliha
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i11.4019

Abstract

This research aims to determine the influence of quality, equity and celebrity endorsers on purchasing decisions for Maybelline cosmetic products . The method used in this research is to use a quantitative method, which means a form of data in the form of numbers. The results state that product quality has a positive and significant effect on purchasing decisions. It can be interpreted that the better and better the quality of a product, the more interested consumers will be in deciding to buy Maybelline cosmetic products. Brand equity has a positive and significant effect on purchasing decisions. It can be interpreted that the better the level of equity of a product, the more interested consumers will be in deciding to buy Maybelline cosmetic products. Celebrity endorsers have a positive and significant influence on purchasing decisions. It can be interpreted that the better and more attractive the advertisement being promoted, the more interested consumers will be in deciding to buy Maybelline cosmetic products.
Co-Authors Euis Soliha