PENGARUH CELEBRITY ENDORSER, LABEL HALAL DAN PROMOSI TERHADAP
KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH DI ROYAL PLAZA
SURABAYA
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Institusion
Universitas Bhayangkara Surabaya
Author
ERNIA, Ernia
Subject
Marketing
Datestamp
2024-03-19 02:52:14
Abstract :
This research is about the influence of Celebrity Endorsers, Halal Labels and Promotions on Purchase Decisions for Wardah Cosmetic products at Royal Plaza Surabaya. The problem studied in this study is the use of Celebrity Endorsers as well as promotions that are not good and effective it is characterized by a reduced interest in purchasing decisions for wardah products at Royal Plaza Surabaya. The research objective was to determine whether the Celebrity Endorser, Halal Label, and Promotion Variables had a Simultaneous and Partial effect on Purchase Decisions on wardah cosmetic products at Royal Plaza Surabaya. This study uses a quantitative approach by distributing questionnaires to consumers of Wardah Cosmetic Products at Royal Plaza Surabaya. The sample in this study was 100 people. Probability sampling technique with Purposive Sampling using the Slovin Formula with the Likert Scale measurements. The data is processed with the help of the SPSS program. The results of the study show the simultaneous effect of the independent and dependent variables where Fcount > Ftable is 92,288 > 2.70 with a Sig. F (0.000) < 0.05. This means that the independent variables Celebrity Endorser (X1), Halal Label (X2), and Promotion (X3) simultaneously have a significant effect on the Purchase Decision variable (Y). The results for the partial test for there are 2 variables that have a partial effect, namely the Celebrity Endorser variable (X1) known account> ttable = 4.129> 1.985 and the Sig. value of 0.000 <0.05 and Promotion Variable (X3) known count> table = 5.718> 1.985 and the Sig.0.000 value <0.05, then H0 is rejected and H1 is accepted, which means it has a partial effect on the Purchase Decision (Y).
This research is about the influence of Celebrity Endorsers, Halal Labels and Promotions on Purchase Decisions for Wardah Cosmetic products at Royal Plaza Surabaya. The problem studied in this study is the use of Celebrity Endorsers as well as promotions that are not good and effective it is characterized by a reduced interest in purchasing decisions for wardah products at Royal Plaza Surabaya. The research objective was to determine whether the Celebrity Endorser, Halal Label, and Promotion Variables had a Simultaneous and Partial effect on Purchase Decisions on wardah cosmetic products at Royal Plaza Surabaya. This study uses a quantitative approach by distributing questionnaires to consumers of Wardah Cosmetic Products at Royal Plaza Surabaya. The sample in this study was 100 people. Probability sampling technique with Purposive Sampling using the Slovin Formula with the Likert Scale measurements. The data is processed with the help of the SPSS program. The results of the study show the simultaneous effect of the independent and dependent variables where Fcount > Ftable is 92,288 > 2.70 with a Sig. F (0.000) < 0.05. This means that the independent variables Celebrity Endorser (X1), Halal Label (X2), and Promotion (X3) simultaneously have a significant effect on the Purchase Decision variable (Y). The results for the partial test for there are 2 variables that have a partial effect, namely the Celebrity Endorser variable (X1) known account> ttable = 4.129> 1.985 and the Sig. value of 0.000 <0.05 and Promotion Variable (X3) known count> table = 5.718> 1.985 and the Sig.0.000 value <0.05, then H0 is rejected and H1 is accepted, which means it has a partial effect on the Purchase Decision (Y).
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