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VOL. 11, ISSUE 7 (2024)
Factors that influence the decision to purchase wardah skincare (empirical study in Indonesia)
Authors
KMT Lasmiatun
Abstract
This research was conducted at the Rahayu Gubug Supermarket, precisely
on Jl. Krajan, Gubug, District. Gubug, Grobogan Regency, Central Java 58164.
The aim is to find out how much influence Celebrity Endorsement, Product
Quality and Service Quality have on Wardah Skincare Purchase Decisions at the
Rahayu Gubug Grobogan Supermarket. This research method uses quantitative
methods. The population in this study are consumers who use Wardah skincare.
The sample in this study was 100 respondents. Sample takers in this study used
accidental sampling, nonprobability sampling with the accidental sampling
method (sampling based on chance). The analysis in this research uses the
Method of Successful Interval (MSI). The data analysis techniques used in this
research are Validity Test, Reliability Test, Classical Assumption Test,
Multiple Regression Analysis and Hypothesis Testing using SPSS. The research
results show that partially Celebrity Endorsement and Product Quality have a
positive and significant effect on purchasing decisions, while Service Quality
does not have a significant positive effect on decisions.
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Pages:119-124
How to cite this article:
KMT Lasmiatun "Factors that influence the decision to purchase wardah skincare (empirical study in Indonesia)". International Journal of Multidisciplinary Research and Development, Vol 11, Issue 7, 2024, Pages 119-124
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