THE INFLUENCE OF WORD OF MOUTH, CELEBRITY ENDORSEMENT, AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR GLAD2GLOW PRODUCTS IN LAMONGAN REGENCY

Endang Fitriana Rahmawati; Evi Fitrotun Najiah; Henny Mahmudah; Titin

THE INFLUENCE OF WORD OF MOUTH, CELEBRITY ENDORSEMENT, AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR GLAD2GLOW PRODUCTS IN LAMONGAN REGENCY

Authors

Endang Fitriana Rahmawati Universitas Islam Lamongan
Evi Fitrotun Najiah Universitas Islam Lamongan
Henny Mahmudah Universitas Islam Lamongan
Titin Universitas Islam Lamongan

Keywords:

Word Of Mouth, Celebrity Endorsement, Product Quality, and Purchasing Decisions

Abstract

This study aims to determine the influence of word of mouth, celebrity endorsement, and Glad2Glow product quality in Lamongan Regency, either partially, simultaneously or dominantly. This study uses a quantitative approach, data obtained through distributing questionnaires to Glad2Glow consumers in Lamongan Regency. The sampling technique used is purposive sampling, with a sample size of 200 respondents determined based on the hair formula. Data analysis was carried out using SPSS software. Through instrument testing, classical assumption testing, multiple linear regression testing, correlation coefficient testing, determination coefficient testing and hypothesis testing in the form of t-test and f-test. The results of the study show that word of mouth, celebrity endorsement, and product quality have a significant effect on purchasing decisions both partially and simultaneously. And product quality is the most dominant variable

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Published

2026-10-20

How to Cite

Fitriana Rahmawati, E., Fitrotun Najiah, E., Mahmudah, H., & Titin. (2026). THE INFLUENCE OF WORD OF MOUTH, CELEBRITY ENDORSEMENT, AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR GLAD2GLOW PRODUCTS IN LAMONGAN REGENCY. JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 538–547. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2927