Pengaruh Penggunaan Celebrity Endorser Terhadap Keputusan Pembelian Kosmetik Maybelline (Studi pada Mahasiswi Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik)

Abstract

The development of the cosmetics industry continues to increase from year to year. It takes the right marketing strategy to lure purchasing decisions by consumers. In the marketing mix, elements of promotion has a significant role, it is functioned as a communication tool between companies with consumers, which is influencing consumers to do a purchase. Media or an effective promotion tool to reach a broad market at the same time is through media ads that give the message to the consumer. The source of the messages tend to be selected by companies is a celebrity, because its existence is considered able to attract attention and influence consumers 'to do purchasing decisions on the product advertised. The research method used assosiative research with quantitative approach. The sample in this study amounted to 80 people. Data collection techniques are research consisted of questionnaires and literature study. Data analysis technique used is the instrument test is validity and reliability test, as well as method of data analysis consisted of testingthe classical assumption of normality test, hypothesis testing which consists of t testand determinant coefficient R2 . Based on the research result, obtained regression equation as follows: Y = 12,612 + 0,407 X The value of Adjusted R Square obtained 0,157 means that15% celebrity endorser affect purchasingdecision can be explained by independent variable, mean while the remaining 85% can be explained by another variable that not include in this research. Results of the study showed that independent variable consisting of celebrity endorserpartially affect positive and significant on the purchasingdecision.