<![CDATA[Abstrak: Tujuan dari penelitian yaitu 1) mengetahui pengaruh kualitas produk, 2) celebrity endorser, 3) citra merek, 4) kualitas produk, celebrity endorser, dan citra merek secara bersamaan terhadap pemilihan produk merek Wardah. Penelitian ini menggunakan metode pendekatan kuantitatif, SPSS versi 22 digunakan untuk pengolahan data. Populasi berasal dari mahasiswa Universitas Nahdlatul Ulama Purwokerto tahun masuk 2019-2022 Teknik sampel dengan Purposive Sampling, data di dapat dari kuisioner dengan skala pengukurannya menggunkan skala likert. Analisis data menggunakan regresi linier berganda. Telah di dapat berupa hasil 1) terdapat pengaruh dominan antara variabel kualitas produk dengan keputusan pembelian, dibuktikan dengan nilai t hitung (2,286) > t tabel (1,988) dan nilai sig (0,024) < 0,05. 2) pengaruh dominan antara variabel celebrity endorser dengan keputusan pembelian, dibuktikan dengan nilai t hitung (7,311) > t tabel (1,988) dan nilai sig (0,000) < 0,05. 3) terdapat pengaruh yang dominan antara citra merek produk dengan keputusan pembelian, dibuktikan dengan nilai t hitung (12,024) > t tabel (1,988) dan nilai sig (0,000) < 0,05. 4) terdapat pengaruh yang dominan antara variabel kualitas produk, celebrity endorser, dan citra merek terhadap keputusan pembelian, dibuktikan dengan nilai f hitung (189,264) > f tabel (2,698) dan nilai sig (0,000) < 0,05. Kata kunci: Kualitas produk, Celebrity endorser, dan Citra merek. Abstract: The goal of this study is to: 1) ascertain the impact of the product's quality, 2) endorsement from celebrities, 3) brand image, and 4) product quality, celebrity endorsement, and brand image all at once on purchase decisions for cosmetics under the Wardah brand. This study adopted a quantitative methodology and utilized SPSS version 22 to handle the data. Students at Purwokerto's Nahdlatul Ulama University for the academic year 2019–2022 made up the study's population. Purposive sampling was utilized as the sample approach for this investigation, and questionnaires with Likert scales were used to gather the data. Multiple linear regression analysis was employed in this study's data analysis. The findings revealed that: 1) there is a significant relationship between product quality and purchasing decisions, which is demonstrated in this instance by the t count (2.286) > t table (1.988) and the sig value (0.024) 0.05; 2) there is a significant relationship between the celebrity endorser variable and the purchase decision, which is demonstrated in this instance by the t count (7.311) > t table (1.988) and the sig value (0.000) 0.05; and 3) T count (12.024) > T table (1.988) and sig value (0.000) 0.05 demonstrate that there is a strong relationship between product brand image and purchasing choice. 4) A significant relationship exists between the variables of product quality, celebrity endorsement, and brand image, as shown by the estimated f value (189.264) > f table (2.698) and the sig value (0.000) 0.05. Key words: Product quality, Celebrity endorser, and Brand image.]]>
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