| dc.description.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. | en_US |
