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PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKE OVER DI KOTA KENDARI

Jurnal Manajemen dan Kewirausahaan · Vol. 13 No. 1 (2021) · pp. 84–96

DOI
10.55598/jmk.v13i1.23311
ISSN
2685-5151, 2085-0085
Published
2021-01-20
Publisher
Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

This research was aimed for knowing: (1) the influence of brand image on purchase decision of make over cosmetics in kendari, (2) the influence of celebrity endorser on purchase decision of make over cosmetics in kendari, (3) the influence of brand image and celebrity endorser on purchase decision of make over cosmetics in Kendari.This research used quantitative approach by applying survey method. Sample of this research is 100 respondents in Kendari and the data was collected through questionnaire with Purposive Sampling technique. The data analysis technique used in this research to answer the hypothesis is double linear regression.­ The result of this research shows that: (1) brand image has positive and significant impact on purchase decision, (2) celebrity endorser has positive impact on purchase decision, (3) brand image and celebrity endorser simultaneously has a positive and significant impact on buying decision toward purchase decision.

Keywords

Collaboration network of the authors

40 authors · 164 co-authorship links · 5 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Islam Negeri Ar-Raniry
  • Universitas Muhammadiyah Kendari
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Siti Nurjanah AhmadUniversitas Halu Oleo7
La WelendoAffiliation unknown7
Endro SukotjoAffiliation unknown6
Patwayati PatwayatiAffiliation unknown4
Fitriah FitriahUniversitas Islam Negeri Ar-Raniry4
Wayan MustikaAffiliation unknown4
Sudirman ZaidAffiliation unknown4
Nursaban RommyAffiliation unknown3
Ahmad Syarif SukriUniversitas Halu Oleo3
Juharsah JuharsahAffiliation unknown3
Hayat YusufAffiliation unknown3
Nurwati NurwatiAffiliation unknown3
Yusuf YusufUniversitas Muhammadiyah Kendari2
Rahmat MadjidAffiliation unknown2
Isalman IsalmanAffiliation unknown2
Eliyanti Agus MokodompitAffiliation unknown2
Muh Thahir AzikinAffiliation unknown2
sulha sulhaAffiliation unknown2
Joko RaharjoAffiliation unknown2
Try Sugiyarto SoeparyantoUniversitas Halu Oleo2
Mappa NashrunAffiliation unknown2
Anafi MinmahddunUniversitas Halu Oleo2
Minson SimatupangUniversitas Halu Oleo2
Ridwan Syah NuhunUniversitas Halu Oleo2
Baso MursidiAffiliation unknown2
Adris A. PutraAffiliation unknown2
RIdwansyah NuhunAffiliation unknown2
Sriwiyati MahraniAffiliation unknown2
Nursaban Rommy SulemanAffiliation unknown2
Ansir AnsirAffiliation unknown2
Dinil QaiyimahAffiliation unknown2
La HataniAffiliation unknown2
Adnan HakimAffiliation unknown2
Riski Amalia MadiAffiliation unknown2
Ida SutianingsihUniversitas Halu Oleo1
Adris Ade PutraUniversitas Halu Oleo1
Alhamra AlhamraUniversitas Halu Oleo1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/manajemen/oai, first harvested 30 Okt 2026, last seen 1 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKE OVER DI KOTA KENDARI</dc:title>
	<dc:creator>Dzakirah, Farah</dc:creator>
	<dc:creator>Nasrul, Nasrul</dc:creator>
	<dc:creator>Sinarwaty, Sinarwaty</dc:creator>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:subject xml:lang="en-US">Brand Image, Celebrity Endorsement and Purchase Decision</dc:subject>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:description xml:lang="en-US">This research was aimed for knowing: (1) the influence of brand image on purchase decision of make over cosmetics in kendari, (2) the influence of celebrity endorser on purchase decision of make over cosmetics in kendari, (3) the influence of brand image and celebrity endorser on purchase decision of make over cosmetics in Kendari.This research used quantitative approach by applying survey method. Sample of this research is 100 respondents in Kendari and the data was collected through questionnaire with Purposive Sampling technique. The data analysis technique used in this research to answer the hypothesis is double linear regression.­ The result of this research shows that: (1) brand image has positive and significant impact on purchase decision, (2) celebrity endorser has positive impact on purchase decision, (3) brand image and celebrity endorser simultaneously has a positive and significant impact on buying decision toward purchase decision.</dc:description>
	<dc:publisher xml:lang="en-US">Jurusan  Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2021-01-20</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/manajemen/article/view/23311</dc:identifier>
	<dc:identifier>10.55598/jmk.v13i1.23311</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Manajemen dan Kewirausahaan; Vol 13, No 1 (2021): Edisi Januari; 84-96</dc:source>
	<dc:source>2685-5151</dc:source>
	<dc:source>2085-0085</dc:source>
	<dc:source>10.55598/jmk.v13i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/manajemen/article/view/23311/pdf</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2022 Jurnal Manajemen dan Kewirausahaan</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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