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/).

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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  -