Does Endoser Credibility And Brand Image Influence Consumer Purchasing Decisions Oleh
Main Article Content
Abstract
Advertising is one form of presenting non-personal communication about ideas, goods and services offered by producers with the intention of influencing consumers to buy the products offered, also advertising can state the existence of a brand and persuade consumers to buy it. For this reason, advertisements must contain messages that are attractive and easily understood by buyers. Attractive advertisements are usually supported by Endoser, so that all messages conveyed can be understood by consumers. For that endoser selection is not an easy and cheap thing. Therefore, this study aims to determine how consumers respond to the credibility of the endoser used by Wardah cosmetics, and how consumers respond to the Wardah cosmetic brand image on consumer purchasing decisions. The method used in this research is a survey method, as well as descriptive and verification research methods. Data collection method, by distributing questionnaires directly to consumers who use Wardah cosmetics. The data analysis tool used is multiple regression. The results showed that the Endoser credibility variable could positively and significantly influence consumer purchasing decisions. Likewise, the brand image variable can also influence consumer purchasing decisions in Wardah cosmetics in a positive and significant way
Downloads
Metrics
Article Details
Licensing
TURCOMAT publishes articles under the Creative Commons Attribution 4.0 International License (CC BY 4.0). This licensing allows for any use of the work, provided the original author(s) and source are credited, thereby facilitating the free exchange and use of research for the advancement of knowledge.
Detailed Licensing Terms
Attribution (BY): Users must give appropriate credit, provide a link to the license, and indicate if changes were made. Users may do so in any reasonable manner, but not in any way that suggests the licensor endorses them or their use.
No Additional Restrictions: Users may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.