ANALISIS CELEBRITY ENDORSER, KOMUNIKASI WORD-OF-MOUTH DAN CORE PRODUCT TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS Glow (Studi Kasus Pada Klinik Kecantikan MS Glow Kabupaten Lamongan)

Abstract

Abstrak

 

     Penelitian ini bertujuan untuk mengetahui analisis celebrity endorser, komunikasi word-of-mouth dan core product terhadap keputusan pembelian baik secara parsial, simultan dan faktor paling dominan diantara ketiga variabel di atas yang mempengaruhi keputusan pembelian. Populasi konsumen yang melakukan pembelian selama 3 bulan di MS Glow Kabupaten Lamongan selama penelitian dilakukan sejumlah 3.400 orang sedangkan sampel100 responden. Dari hasil penelitian di atas disimpulkan bahwa variabel celebrity endorser, komunikasi word-of-mouth dan care product berpengaruh secara parsial terhadap keputusan pembelian. Variabel celebrity endorser, komunikasi word-of-mouth dan care product berpengaruh secara simultan terhadap keputusan pembelian. Dan variabel celebrity endorser berpengaruh paling dominan terhadap keputusan pembelian (Studi kasus pada Klinik Kecantikan MS Glow Lamongan).

       

Abstract

 

         This study aims to determine the analysis of celebrity endorsers, word-of-mouth communication and core products on purchasing decisions either partially, simultaneously and the most dominant factors among the three variables above that influence purchasing decisions. The population of consumers who made purchases for 3 months at MS Glow in Lamongan District during the study was carried out as many as 3,400 people while a sample of 100 respondents. From the results of the above study concluded that the variable celebrity endorser, word-of-mouth communication and care product partially influence the purchase decision. Celebrity endorser variables, word-of-mouth communication and product care simultaneously influence the purchase decision. And celebrity endorser variables have the most dominant influence on purchasing decisions (case study at MS Glow Lamongan Beauty Clinic)