Pengaruh Celebrity Endorser, Online Customer Review, dan Harga terhadap Keputusan Pembelian Ulang Produk Wardah

Authors

  • Nurmujiyah Rohmah Manajemen, Universitas Islam Sultan Agung Semarang, Indonesia
  • Wuryanti Wuryanti Manajemen, Universitas Islam Sultan Agung Semarang, Indonesia
  • Mulyana Mulyana Manajemen, Universitas Islam Sultan Agung Semarang, Indonesia

Keywords:

Celebrity Endorser, Online Customer Review, Harga, Keputusan Pembelian Ulang

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dukungan selebriti, ulasan daring, dan harga terhadap keputusan pembelian konsumen terhadap produk Wardah. Pendekatan kuantitatif dengan fokus pada analisis eksplanatori digunakan. Karena jumlah pasti pengguna Wardah di Kota Semarang tidak diketahui, maka digunakan metode purposive sampling untuk memilih 120 responden dalam penelitian ini. Analisis regresi linier berganda diterapkan untuk memeriksa data. Hasil penelitian menunjukkan bahwa harga, ulasan pelanggan daring, dan dukungan selebriti secara signifikan memengaruhi niat pembelian ulang konsumen. Secara spesifik, ketiga faktor ini memiliki dampak positif dan substansial dalam mendorong konsumen untuk membeli ulang produk Wardah.

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Published

17-06-2025

How to Cite

Rohmah, N., Wuryanti, W., & Mulyana, M. (2025). Pengaruh Celebrity Endorser, Online Customer Review, dan Harga terhadap Keputusan Pembelian Ulang Produk Wardah. Jurnal Pendidikan Tambusai, 9(2), 17518–17529. Retrieved from https://jptam.org/index.php/jptam/article/view/28645

Issue

Vol. 9 No. 2 (2025): Agustus

Section

Articles of Research

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Copyright (c) 2025 Nurmujiyah Rohmah

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