Peranan Celebrity Endorser Dan Citra Merek Produk Wardah Kosmetik Terhadap Keputusan Pembelian Konsumen Di Bandar Lampung

Sari

Abstract. This research wanted to know how big the role of celebrity endorser and brand image on
Wardah cosmetic products in Bandar Lampung. The media Promotion to sell a product can be used
with a celebrity endorser to attract buyers. The image of the brand is also very important to remember
consumers believe the brand is very well respected and will repurchase the product. Respondents in
this study is that consumers who buy the products Wardah there several outlets and shops in Bandar
Lampung. The method used is descriptive qualitative method by giving questionnaires to consumers,
obtained a sample of 100 people. Given today's consumers are selective when buying products as well
as many who choose kosher products based on whether or not the product, it is necessary for further
research to determine what factors are instrumental to the consumer in buying the product.