THE INFLUENCE OF CELEBRITY ENDORSER AND BRAND IMAGE ON PURCHASE DECISION FOR WARDAH FACIAL MOISTURIZER PRODUCTS AMONG CONSUMERS IN DEPOK CITY

Abstract

Abstract

This study aims to analyze the influence of celebrity endorser and brand image on purchase decision for Wardah facial moisturizer products among consumers in Depok City. The research method used is a quantitative approach with data collection techniques through a Likert scale questionnaire. Data were collected from 100 respondents who have purchase or used Wardah facial moisturizer products in Depok City. The sampling technique used non-probability sampling with a purposive sampling method. Data analysis used multiple linear regression using the SPSS application. The results of the study indicate that celebrity endorser has a significant influence on purchase decision, and brand image has a significant influence on purchase decision. In addition, celebrity endorser and brand image simultaneously or together have a significant influence on purchase decision. These findings indicate that the presence of public figures is able to attract consumers' attention, while a strong brand image plays an important role in encouraging purchase decision for Wardah facial moisturizer products among consumers in Depok City. Therefore, companies need to pay closer attention to and improve their marketing strategies, particularly those related to the use of appropriate celebrity endorser, as well as building and strengthening a positive brand image. Both of these factors can enhance purchase decision for Wardah facial moisturizer products in Depok City.

Keywords: Celebrity Endorser, Brand Image, Purchase Decision, Wardah Facial Moisturizer, Depok City.