<![CDATA[ABSTRAK Penelitian ini bertujuan untuk menganalisis bagaimana kosmetik Wardah di Kendal, dipengaruhi oleh endorsement selebriti. Konsumen yang tertarik untuk membeli kosmetik wardah merupakan demografi penelitian ini. Seratus orang disurvei secara keseluruhan. Regresi linier berganda digunakan dalam metodologi ini. Studi ini menemukan bahwa kualitas produk dan dukungan selebriti secara signifikan meningkatkan keinginan konsumen untuk membeli produk yang diteliti. Ketertarikan terhadap kosmetik Wardah tidak berkorelasi dengan persepsi konsumen terhadap merek. Kata kunci : kualitas produk,citra merek,celebrity endorser,minat beli. ABSTRACT The goal of this research is to analyze how product quality, brand image, and celebrity endorsements all work together to affect sales of wardah cosmetics in Kendal. Participants in the research are made up of those who have shown an interest in buying wardah cosmetics. In all, one hundred persons were asked their opinion. This approach relies on multiple linear regression. This study found that both product quality and celebrity endorsements significantly increased consumers' desire to buy the studied products. Interest in Wardah cosmetics does not correlate with consumers' perceptions of the brand. Keywords: product quality, brand image, celebrity endorser, purchase intention.]]>
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