Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh dari variabel celebrity endorser, brand image halal, dan electronic word of mouth terhadap keputusan pembelian kosmetik wardah pada mahasiswi universitas syiah kuala. dalam penelitian ini menggunakan pendekatan kuantitatif. data yang digunakan adalah data primer yang didapat dari penyebaran kuesioner kepada 100 responden. peneliti menentukan responden menggunakan teknik nonprobability sampling dengan rumus hair dan dianalisis menggunakan analisis regresi linier berganda. hasil penelitian ini menunjukkan bahwa variabel celebrity endorser, brand image halal, dan electronic word of mouth secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik wardah pada mahasiswi universitas syiah kuala. hasil uji secara simultan menunjukkan bahwa variabel celebrity endorser, brand image halal, dan electronic word of mouth berpengaruh signifikan terhadap keputusan pembelian kosmetik wardah pada mahasiswi universitas syiah kuala. kata kunci: celebrity endorser, brand image halal, electronic word of mouth, keputusan pembelian.

ABSTRACT This study aims to analyze the influence of celebrity endorser variables, halal brand image, and electronic word of mouth on Wardah's cosmetic purchase decisions on Syiah Kuala University students. In this study using a quantitative approach. The data used is primary data obtained from the distribution of questionnaires to 100 respondents. Researchers determined respondents using nonprobability sampling techniques with the Hair formula and analyzed using multiple linear regression analysis. The results of this study show that the variables of celebrity endorser, halal brand image, and electronic word of mouth partially have a positive and significant effect on the purchase decision of Wardah cosmetics in Syiah Kuala University students. The test results simultaneously showed that the variables of celebrity endorser, halal brand image, and electronic word of mouth had a significant effect on the purchase decision of Wardah cosmetics in Syiah Kuala University students. Keywords: Celebrity Endorser, Halal Brand Image, Electronic Word Of Mouth, Purchase Decision.