Pengaruh Celebrity Endorser dan Periklanan terhadap Keputusan Pembelian Make Up Wardah (Studi Kasus Konsumen Make Up Wardah "Toko Loman" Dukun Gresik)

Abstract

Marketing, products, purchases, advertisements and businesses that we hear very often in the world of business. At this time the development of the business world is undoubtedly modern as well as innovation, then it also cannot be denied that industry competition is growing rapidly. Makeup sales will not develop without advertising and will not be attractive if there are no triggers. Celebrity Endorser is one of them. Currently various kinds of makeup that have been circulating in the marketing world today. a lot of artists in this country become celebrity endorsers on a product. We can take an example, a series of artists who become celebrity endorsers for Wardah products. Inneke Koesherawati, Dewi Sandra, Zazkia Sungkar, Tatjana Saphira, Raline Shah, Natasha Rizky, Amanda Rawles, Fenita Arie, and even Ayana Moon Artists from South Korea were also used as a binder in Wardah product advertisements, and many more make products. up and other products that use celebrity endorsers. Wardah products have three main pillars on the celebrity endorser used in their products, namely pure and safe, beauty experts and inspiring beauty, so it is clear that the aforementioned artist ranks have a beautiful and attractive look, suitable with the product being advertised, namely beauty products . This study aims to determine. Effect of Celebrity Endorser and Advertising on Wardah Make Up Purchasing Decisions This type of research is quantitative. Methods of data collection using questionnaires and documentation. The number of samples is 100 and using the Validity and Reliability test of multiple linear regression analysis methods, as well as Partial Test (t) and Simultaneous (F). Based on the results of tests that have been done, partially shows that the Celebrity Endorser variable significantly influences the Purchasing Decision. This is evidenced by the significant level of 0,000 <0.05 and also t arithmetic> t table or 3,086> 1,660. advertising variables significantly influence the Purchase Decision. This is evidenced by the significant level of 0,000 <0.05 and also t arithmetic> t table or 16.715> 1,660. then test the Ad variable against the Purchase Decision. simultaneously shows that the Celebrity Endorser and Advertising variables significantly influence the Purchasing Decision (151,938> 3.09)

Keywords: Celebrity Endorser, Advertising and Purchasing Decisions.