PENGARUH ISLAMIC CELEBRITY ENDORSER DAN ISLAMIC BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi Pada Mahasiswi Fakultas Ekonomi dan Bisnis Islam IAIN Purwokerto Tahun 2019)

Reni, Windi Antika (2019) PENGARUH ISLAMIC CELEBRITY ENDORSER DAN ISLAMIC BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi Pada Mahasiswi Fakultas Ekonomi dan Bisnis Islam IAIN Purwokerto Tahun 2019). Skripsi thesis, IAIN Purwokerto.

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Abstract

Nowadays, marketing is really needed. With the development and rapid economic growth, companies are required to improve marketing strategies, especially promotions in order to increase the purchase decision. The study aims to determine the effect of Islamic Celebrity Endorser and Islamic Brand Image influence on Purchasing Decisions Wardah cosmetics. This research used quantitative research methods. The sampling method used is accidental sampling with data collection techniques using a questionnaire. Samples taken were 92 female students from Wardah. The analysis method used is regression linear with SPSS (Statistical Product and Service Solution) application tools. The results of this study showed, that based on F test it was found out that Islamic Celebrity Endorser and Islamic Brand Image variables had a significant effect on the Purchasing Decision. This is indicated by the calculated F value > F table that is 22,361 > 3,10. Based on the result of T test, the calculated T value of 5,326 is smaller than the T table of 1,987. This means that partially the Islamic Celebrity Endorser does not have a positive effect on Purchasing Decision. Based on the T test, the calculated T value of 5,326 is greater that n the T table of 1,987. The proves that partially the Islamic Brand Image has a positives effect on Purchasing Decision. So it can be concluded that Islamic Celebrity Endorser has no influence on Purchasing Decisions. On the other hand, the Islamic Brand Image has a positive effect on Purchasing Pecision. Simultaneously Islamic Celebrity Endorser and Islamic Brand Image influence Purchasing Decision.

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