<![CDATA[This study aims to analyze the influence of brand awareness and celebrity endorser on the purchasing decisions of Wardah products at Toko Jakarta Geudong, North Aceh. The research employed a quantitative approach, involving 96 respondents and using SPSS 25.0 for data analysis. The results indicate that brand awareness has a partial effect on purchasing decisions (t-value = 2.825 > t-table = 1.661; sig = 0.002), as does the celebrity endorser variable (t-value = 3.417 > t-table; sig = 0.000). Simultaneously, both variables have a significant effect on purchasing decisions (F-value = 31.321 > F-table = 3.09; sig = 0.000). The coefficient of determination (R²) is 0.410, indicating that 41% of the variation in purchasing decisions is explained by the two independent variables, while the remaining 59% is influenced by other factors outside this study.]]>
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