PENGARUH IKLAN DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MUSTIKA RATU MAHASISWA FEB UNRAM
THE INFLUENCE OF ADVERTISING AND CELEBRITY ENDORSEMENT ON THE PURCHASE DECISION OF MUSTIKA RATU COSMETIC PRODUCTS OF FEB UNRAM STUDENTS
Keywords:
Purchase Decision, Advertising, Celebrity EndorsementAbstract
This research aims to test and analyze the influence of advertising and celebrity endorsements on purchasing decisions for Mustika Ratu Siswa Feb Unram cosmetic products. The sample in this study amounted to 75 samples. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis in this study used linear multiple regression analysis, all research data was processed using SPSS Statistics 24 Software. The results of testing and statistical data analysis showed that all question items were declared valid, then in the classic assumption test, the data was normally distributed and multicollinearity did not occur. The results of this research show that the two independent variables, namely Advertising and Celebrity Endorsement, have a positive and significant influence on the dependent variable, namely Purchase Decisions
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