Juli Cantika

Pengaruh Celebrity Endorser, Harga, dan Citra Merek Terhadap Keputusan Pembelian Produk Kecantikan Wardah di Sukoharjo

Introduction

Pengaruh celebrity endorser, harga, dan citra merek terhadap keputusan pembelian produk kecantikan wardah di sukoharjo. Penelitian ini mengkaji pengaruh celebrity endorser, harga, dan citra merek terhadap keputusan pembelian produk Wardah di Sukoharjo. Ditemukan endorser dan harga berpengaruh signifikan.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh  celebrity endorser, harga, dan citra merek terhadap  keputusan pembelian produk kecantikan Wardah di Sukoharjo. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian eksplansi (eksplanatory research). Sampel yang digunakan dalam penelitian ini berjumlah 100 responden dengan menggunakan pengambilan sampel  Teknik purposive sampling. Pengumpulan data  dilakukan dengan cara penyebaran kuesioner secara online melalui google form. Teknik analisa data dalam penellitian ini adalah uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linear bergamda, uji koefisisen determinasi (R2), uji f, dan uji t.       Hasil penelitian menujukkan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positf dan tidak ssignifikan terhadap keputusan pembelian. Hasil uji f  menunjukkan bahwa celebrity endorser, harga, dan citra merek  berpengaruh secara simultan terhadap keputusan pembelian. Hasil koefisien determinasi menunjukkan bahwa nilai r square  sebesar 0,603 yang berarti variabel  celebrity endorser, harga, dan citra merek dapat mempengaruhi keputusan pembelian sebesar 60,3%, sedangkan sisanya sebesar 39,7% dipengaruhi oleh faktor lain selain ketiga variabel tersebut.

Review

The paper, "Pengaruh Celebrity Endorser, Harga, dan Citra Merek Terhadap Keputusan Pembelian Produk Kecantikan Wardah di Sukoharjo," presents a focused and relevant inquiry into consumer purchasing behavior within the beauty product sector. The study clearly articulates its objective to investigate the influence of celebrity endorsers, price, and brand image on Wardah product purchase decisions in Sukoharjo. Methodologically, it adopts a quantitative, explanatory approach, utilizing a robust sample of 100 respondents through purposive sampling and online questionnaires. The abstract also outlines a comprehensive data analysis framework, including various validity, reliability, normality, multicollinearity, heteroskedasticity, multiple linear regression, F-test, T-test, and coefficient of determination tests, indicating a thorough and systematic research design. The findings offer valuable insights for marketers, revealing that celebrity endorsers and price both exert a positive and significant influence on purchase decisions. Conversely, the study reports a positive but *not significant* impact of brand image on purchasing decisions, which is a particularly interesting outcome that warrants deeper theoretical and practical discussion within the full paper. The simultaneous effect of all three variables on purchase decisions is confirmed by the F-test, underscoring their collective importance. Furthermore, the R-squared value of 0.603 indicates that these three variables collectively explain a substantial 60.3% of the variance in purchase decisions, while acknowledging that 39.7% remains attributable to other unexamined factors. This research contributes meaningfully to the understanding of factors driving beauty product purchases in a specific regional context. From a practical standpoint, the findings strongly suggest that Wardah and similar brands should prioritize their celebrity endorsement and pricing strategies. The non-significant impact of brand image, despite being positive, necessitates further investigation, perhaps through qualitative studies, to uncover the nuances of consumer perception and its actual role in purchase behavior. Future research could expand upon these findings by exploring the 39.7% unexplained variance through the inclusion of additional variables, conducting comparative studies across different demographic segments or regions, or even examining the long-term effects of these factors.

Full Text

Comments

You need to be logged in to post a comment.