PENGARUH MARKETING MIX, CELEBRITY ENDORSMENT, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

Abstract

This study aims to determine whether the marketing mix, celebrity endorsement, and lifestyle influence
consumer purchasing decisions Wardah cosmetic products in District Sukolilo Surabaya. The sample in this
research is the buyer of Wardah cosmetic product in Kecamatan Sukolilo Surabaya as many as 59 respondents.
The research data was taken based on the respondent's answer on the distributed questionnaire. The analysis
technique used for the research model is multiple linear regression analysis with F test and t test. Based on the
result of research known that marketing mix have an effect on to purchasing decision. The results of this study
means supporting the hypothesis proposed "Marketing mix influence on consumer purchasing decision Wardah
cosmetic products in District Sukolilo Surabaya". Celebrity endorsment affects purchasing decisions. The results
of this study means supporting the proposed hypothesis "Celebrity endorsment effect on consumer purchasing
decision Wardah cosmetic products in District Sukolilo Surabaya". Lifestyle affects purchasing decisions. The
results of this study means supporting the proposed hypothesis "Lifestyle effect on consumer purchasing
decision Wardah cosmetic products in District Sukolilo Surabaya".
Keywords: marketing mix, celebrity endorsement, lifestyle, purchase decision