Pengaruh Citra Merek dan Celebrity Endorser terhadap Keputusan Pembelian Produk Kosmetik Oriflame pada Mahasiswa Fakultas Ekonomi Universitas Pendidikan Ganesha

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan celebrity endorser terhadap keputusan pembelian produk kosmetik Oriflame baik secara parsial maupun simultan. Desain penelitian menggunakan desain penelitian kuantitatif kausal. Subjek penelitian ini adalah mahasiswa Fakultas ekonomi Universitas Pendidikan Ganesha dan objeknya adalah citra merek, celebrity endorser, dan keputusan pembelian produk kosmetik Oriflame. Sampel penelitian ini berjumlah 90 orang. Data dikumpulkan dengan kuesioner dan kemudian dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa: (1) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik Oriflame, (2) celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik Oriflame, dan (3) citra merek dan celebrity endorser berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Oriflame.
Kata Kunci : celebrity endorser, citra merek, keputusan pembelian.

This research aimed to determine the effect of brand image and celebrity endorser of the purchasing decisions for Oriflame cosmetic products both partially and simultaneously. The research design used a quantitative causal research design. The subjects of this research were college student Economics Faculty Ganesha University of Education and object of this research were brand image, celebrity endorser, purchasing decisions. The sample of research amounted 90 people. The data were collected by questionnaire and then analyzed by multiple linear regression analysis. The results of this research showed: (1) brand image had a positive and significant effect on purchasing decisions for Oriflame cosmetic products, (2) celebrity endorser had a positive and significant effect on purchasing decisions for Oriflame cosmetic products, and (3) brand image and celebrity endorser had a significant effect on purchasing decisions for Oriflame cosmetic products.
keyword : brand image, celebrity endorser, purchasing decisions.