The Effect of Celebrity Endorser and Halal Brand Image on Customers’ Purchasing Decisions of Wardah Cosmetics
- DOI
- 10.2991/icame-18.2019.49How to use a DOI?
- Keywords
- Halal brand image, celebrity endorser, purchasing decisions
- Abstract
The purpose of this study is to determine the effect of halal brand image and celebrity endorser on Wardah cosmetic purchasing decisions. The data used in this study were obtained through survey with questionnaire. The number of samples used was 263 students of the Faculty of Economics and Business at Hasanuddin University. Structural equation model (SEM) analysis is using with Amos 23 software. Research findings show that celebrity endorser variables have a positive influence on halal brand image and halal brand image variables with celebrity endorser show a positive influence on Wardah cosmetic purchasing decisions. The results also showed that the dominant indicator that influences the halal brand image variable is explicit indicator (supporting Wardah products) and then the dominant indicator of halal brand image variable is the image of Wardah product and of the dominant indicator of the purchasing decision is the selection of Wardah brand.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Sandi Salere AU - Abdul Razak Munir AU - Nurdjanah Hamid PY - 2019/08 DA - 2019/08 TI - The Effect of Celebrity Endorser and Halal Brand Image on Customers’ Purchasing Decisions of Wardah Cosmetics BT - Proceedings of the 3rd International Conference on Accounting, Management and Economics 2018 (ICAME 2018) PB - Atlantis Press SP - 454 EP - 464 SN - 2352-5428 UR - https://doi.org/10.2991/icame-18.2019.49 DO - 10.2991/icame-18.2019.49 ID - Salere2019/08 ER -