ANALISIS PENGARUH IKLAN, CELEBRITY ENDORSER DAN CITRA MEREK TERHADAP MINAT BELI WARDAH KOSMETIK

Abstract

ABSTRACT

The need for women to look as beautiful as she wants creates a huge market potential in the cosmetics industry. So wardah is present to answer the dream of all women, of all skin types and skin color. Wardah has the tagline "Inspiring Beauty", wardah cosmetics proved able to provide inspiration for all Indonesian women to look beautiful and attractive with a natural makeup.

This study aimed to analyze the ads against buying interest, Celebrity Endorser of buying interest, Brand Image of Interest. The population in this study is the prospective buyer of cosmetic cakes products studied by the authors include Advertising (I), Celebrity Endorser (CE), Citara Brand (CM) and Buy Interest. The sample was 100 people, data collection method using multiple regression analysis supported by T test, classical assumption test consist of multikolinsritsd test, hetrokilinearity test and normaliotas test.

Result of research with tingakat 5% or 0,05 show Ads influence to buying interest 0.000 less than 0.05 celebrity endorser no effect to buying interest 0,350> 0,05, brand image have effect to buying interest 0.000 <0,05.

Keywords: Ads, Celebrity Endorser, Brand Image