THE INFLUENCE OF CELEBRITY ENDORSERS, HALAL AWARENESS, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS OF WARDAH COSMETICS

Alifah Jihan Fitria Cahyanti, Hari Purwanto, Rizal Ula Ananta Fauzi

Abstract


The purpose of this study is to determine the effect of celebrity endorsers, halal awareness, product quality, and brand image on purchasing decisions for Wardah cosmetic products in Madiun City. The study population consisted of all consumers who had purchased Wardah cosmetic products in Madiun City, the exact number of whom was unknown. The sample size was determined using the Lemeshow et al. formula, resulting in a sample of 384 respondents. The sampling technique used was accidental sampling. The data were analyzed using multiple linear regression analysis. The results of this study indicate that partially, celebrity endorser, halal awareness, product quality, and brand image have a positive and significant effect on purchasing decisions. Celebrity endorser, halal awareness, product quality, and brand image simultaneously affect purchasing decisions for Wardah cosmetic products in Madiun City.

Keywords: Celebrity Endorser, Halal Awareness, Product Quality, Brand Image, Purchasing Decision.


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