DOI of the published article https://doi.org/10.30738/md.v10i1.21701
The Influence of Beauty Influencers, Brand Image and Product Quality on Purchasing Decisions for Wardah Products in Sidoarjo
Pengaruh Influencer Kecantikan, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Produk Wardah di Sidoarjo
DOI:
https://doi.org/10.21070/ups.9994Keywords:
Beauty Influencer, Brand Image, Product Quality, Purchasing DecisionAbstract
This reseach was conducted to determine whether there is an influence of beauty influencers, brand image, and
product quality on purchasing decisions for wardah products in Sidoarjo. This research method uses a type of
quantitative approach with a population consisting of Wardah product users in Sidoarjo. The sampling technique
used a non-probability sampling method through a purposive sampling approach with a total of 100 respondents. The
data collection method is through distributing questionnaires and the answers are measured using a Likert scale.
Data analysis was carried out with the Partial Least Square - Structural Equation Modeling (PLS-SEM) approach
using the SmartPLS 3.0 software analysis tool. The results of this study prove that Beauty Influencers influence
Purchasing Decisions for Wardah products in Sidoarjo, Brand Image influences Purchasing Decisions for Wardah
products in Sidoarjo, and Product Quality influences Purchasing Decisions for Wardah products in Sidoarjo.
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