Research Article
The Influence of Celebrity Endorsers and Price on Purchasing Decisions for Wardah Products
@INPROCEEDINGS{10.4108/eai.1-8-2024.2355185, author={Fatikhatus Solikhah and Uswatun Khasanah and Rezza Vitriya}, title={The Influence of Celebrity Endorsers and Price on Purchasing Decisions for Wardah Products}, proceedings={Proceedings of the 1st International Conference on Business Economics, Entrepreneurship, and Social Sciences, ICBEESS 2024, 1st August 2024, Gresik, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICBEESS}, year={2026}, month={2}, keywords={celebrity endorser price purchasing decisions}, doi={10.4108/eai.1-8-2024.2355185} }- Fatikhatus Solikhah
Uswatun Khasanah
Rezza Vitriya
Year: 2026
The Influence of Celebrity Endorsers and Price on Purchasing Decisions for Wardah Products
ICBEESS
EAI
DOI: 10.4108/eai.1-8-2024.2355185
Abstract
This study aims to examine the influence of celebrity endorsers and prices on purchasing decisions for wardah products. The object of this study was a female resident of Kelangoan Village who used Wardah cosmetics. Data collected as many as 100 respondents using questionnaires with purposive sampling techniques. Data analysis was carried out using multiple linear regression analysis method with SPSS statistical test application version 22. The results of the t test showed that price had a significant partial effect, while celebrity endorsers did not have a paarsial influence on the purchase decision of Wardah products. The results of the F test show that celebrity endorsers and price together or simultaneously have a significant influence on the purchase decision of Wardah products.
