| dc.description.abstract | This research aims to the influence of attractiveness, of celebrity endorser, and brand image toward purchasing decision on L’oréal cosmetic product. The independent variables of this research are celebrity endorser attractiveness (X1), credibility (X2), and branding image (X). Besides, the dependent variable of this research is purchasing (Y). In conducting this study, the researcher used quantitative approach as the research design and purposive sampling as the technic in collecting the data. 100 respondents were chosen as the sample of this research with the criteria were customer who ever bought L’oréal product and 17 years old above.
Based on the result who had been conducted by using SPSS, therefore, it could be concluded that the attractiveness of celebrity endorser had an influence toward the decision making of purchasing L’oréal cosmetic product. It was shown by the t value that reach until 5,103 and the probability was 0.000. It means that the number was significant because (p≤0,05). Besides, the credibility of celebrity endorser also gave a positive influence toward the decision making of purchasing the product. It was proven by the t value that reach until 5,146 and the probability was 0,000. This number was also significance because (p≤0,05). In contrast, the branding image of celebrity did not give positive influence toward the decision to buy the product. It was because the t value that reach until 1,146 and probability that was bigger than value of significance. That is 0,25, it means that (p>0,05). | en_US |
