PENGARUH CELEBRITY ENDORSER DIAN SASTROWARDOYO TERHADAP KEPUTUSAN PEMBELIAN SHAMPOO L’OREAL (Studi Kasus Pada Mahasiswa S1 Fakultas Ekonomi Universitas Riau di Pekanbaru)

Abstract

This research was aims knows the effect of Dian Sastrowardoyo Celebrity Endorser which were consists of attractiveness, credibility, and expertise to purchasing decision of L’oreal shampoo at student bachelor economics faculty in Riau University. The technique were used in this research proportional random sampling and purposive sampling with totally 120 people. The analysis was used multiple linier regression with program SPSS 17 version, as the result show, all of independent variable celebrity endorses had effect to purchasing decision L’oreal shampoo which was 51% effected endorsment variable and 49% for purchasing of influence variable did not used this research.