Pengaruh citra merk dan celebrity endorsment terhadap keputusan pembelian produk skincare wardah pada generasi z (studi kasus di kota denpasar)

Ni Made Enayanti (Universitas Ngurah Rai)
Ni Ketut Sukanti (Universitas Ngurah Rai)

Forum Manajemen
Vol 21 No 1 (2023): Jurnal Forum Manajemen

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.