PENGARUH CELEBRITY ENDORSER, HARGA, DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK DARI PRODUCT KOSMETIK WARDAH DI KOTA MADIUN

Abstract

Today, a woman needs cosmetics since they help to support their looks and make them appear more lovely and beautiful. The purpose of this study is to ascertain how celebrity endorsers, hargas, and product quality affect consumers' decisions to buy Wardah cosmetic items. Purposive sampling and quantitative analysis are both used in this kind of study. 385 Wardah cosmetics customers in Madiun City served as the study's samples. Data were collected using a Google form. The significance of the T test and F test, as well as multiple regression analysis, are used in this work. According to the study's findings, celebrity endorsement, price, and product quality factors all have an impact on consumers' decisions to buy Wardah cosmetics. According to these findings, Wardah is suggested to improve quality by adding a variety of products with many choices.

Keywords: celebrity endorser; harga; product quality; buying decision