Pengaruh Perceived Price, e-WOM, dan Celebrity Endorser Terhadap Keputusan Pembelian Pada Produk Hair Care

Marvin, Sharen Fernanda (2024) Pengaruh Perceived Price, e-WOM, dan Celebrity Endorser Terhadap Keputusan Pembelian Pada Produk Hair Care. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The purpose of this research is to test and analyze the effect of Perceived Price, e-WOM, and Celebrity Endorser on Purchasing Decisions for Hair Care products by applying quantitative methods where the data collection technique uses a questionnaire. The population determined in this study were Instagram followers of Hair Care products. The sample determined in this study used non-random methods and purposive sampling techniques with sample criteria, namely consumers aged 17-45 years and have purchased Hair Care products. For data processing with multiple linear regression analysis using the SPSS 24 application. The results showed that Perceived Price has no positive and insignificant effect on Purchasing Decisions for Hair Care products, e-WOM has a positive and significant effect on Purchasing Decisions for Hair Care products, and Celebrity Endorser has a positive and significant effect on Purchasing Decisions for Hair Care products.

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