Pengaruh Celebrity Endorsement Terhadap Purchase Decision dan Customer Loyalty Pada Produk Ms. Glow Di Kota Samarinda

Abstract

This study aims to determine the effect of Celebrity Endorsement on Purchase Decision and Customer Loyalty on Ms. Glow in Samarinda City. This research uses quantitative descriptive research. The research method used is a survey method with data processing using SmartPLS Software. Data was collected by distributing questionnaires to 110 respondents in Samarinda City. The result of this study indicates that Celebrity Endorsement have significant impact on Purchase Decision, Celebrity Endorsement variabel have significant impact on Customer Loyalty, and Purchase Decision variabel have significant impact on Customer Loyalty