ABSTRAK

            Salma Nadilla, 1910412320040, 2023. Pengaruh Electronic Word Of Mouth dan Celebrity Endorser Terhadap Keputusan Pembelian Pada Kosmetik Wardah di Kota Banjarmasin, di bawah bimbingan: Hairudinor.

Penelitian ini bertujuan untuk menguji Pengaruh Electronic Word Of Mouth dan Celebrity Endorser Terhadap Keputusan Pembelian Pada Kosmetik Wardah di Kota Banjarmasin. Penelitian ini menggunakan pendekatan kuantitatif, lokasi penelitian dipilih pada kota Banjarmasin sebanyak 100 responden berusia 15-45 tahun yang pernah membeli produk kosmetik wardah minimal 2 kali pembelian dipilih secara purposive sampling sebagai responden kuesioner digunakan untuk pengumpulan data dan analisis regresi linear berganda untuk menguji hipotesis.

            Hasil penelitian menunjukkan electronic word of mouth berpengaruh terhadap keputusan pembelian berada pada level sedang, Celebrity endorser level rendah, dan kedua variabel electronic word of mouth dan celebrity endorser secara bersama-sama berpengaruh terhadap keputusan pembelian berada pada level sedang.

Kata Kunci: Electronic Word Of Mouth, Celebrity Endorser, Keputusan Pembelian

ABSTRACT

            Salma Nadilla, 1910412320040, 2023. The Effect of Electronic Word Of Mouth and Celebrity Endorser on Purchasing Decisions at Wardah Cosmetics in Banjarmasin City, under the guidance of: Hairudinor.

            This research aims to examine the effect of electronic word of mouth and celebrity endorsers on purchasing decisions for wardah cosmetics in the city of Banjarmasin. This research used a quantitative approach, the research location was selected in the city of Banjarmasin as many as 100 respondents aged 15-45 years who had purchased wardah cosmetic products minimum 2 purchases were selected by purposive sampling as a questionnaire used by respondents to collect data and multiple linear regression analysis to test hypotheses.

            The results showed that electronic word of mouth had an effect on purchasing decisions at a moderate level, celebrity endorsers had a low level, and both electronic word of mouth and celebrity endorser variables jointly had an effect on purchasing decisions at a moderate level.

Keywords: Electronic Word Of Mouth, Celebrity Endorser, Purchase Decision