THE INFLUENCE OF CELEBRITY ENDORSERS, BRAND IMAGE, AND WORD OF MOUTH ON DECISIONS TO PURCHASE SUNSILK SHAMPOO IN BATAM CITY

Abstract

This research aims to find out: the effect of using celebrity endorsers, which can improve brand image and attract celebrity fans to buy products. In addition, a strong brand image can influence consumer purchasing decisions, and word of mouth can influence consumer perceptions of the brand. The number of samples used in this research was 100 respondents. The sampling technique used in this research was purposive sampling, and data collection was carried out using a questionnaire. The calculation process was carried out using SPSS version 25 software. The research method used was quantitative. Research used in data analysis tests includes descriptive statistical tests, data quality tests, classical assumption tests, and hypothesis tests. The research results show that celebrity endorsers, brand image, and word of mouth have a significant influence on purchasing decisions for Sunsilk shampoo in Batam City. The practical implications of this research are recommending the appropriate use of celebrity endorsers, increasing brand image, and strengthening word of mouth to increase sales of Sunsilk shampoo.