Title:
DETERMINANT OF PURCHASING DECISION AND LOYALTY OF THE CONSUMER OF WARDAH COSMETIC PRODUCTSIN BANDA ACEH, INDONESIA

Authors:
Cut Rahmayanti, Permana Honneyta Lubis and Sorayanti Utami

Abstract:
This study aims to test the effect of advertising appeals, celebrity endorser , and brand images on purchasing decisions and loyalty of the consumer of wardah cosmetic products in Banda Aceh. The population in this study is consumers who make decisions to buy the wardah products in Banda Aceh. The sample taken is as much as 150 respondents with purposive sampling technique. The results shows that the advertising appeal effects purchasing decision significantly, celebrity endorser effects purchasing decision significantly, brand image effects purchasing decision significantly, purchasing decision effects consumer loyalty significantly, advertising appeal effects consumer loyalty significantly, celebrity endorser effects consumer loyalty significantly, and brand image does not effect consumer loyalty significantly. The only rejected is the hypothesis 7 that is brand image does not effect consumer loyalty significantly. The causality results contribute to academic that these all can be updates for causality theories to be new premises, and can be develop in the next research by another researchers. The originality is in the form of the model, that this is an integration model from several ones in the previous research. These all findings has an implication to managers especially related to Wardah Cosmetic Products to pay more attention about the causality among variables in this research. This can be a reference to build the right policies and implement the strategies in the further. The limitation of this research lies in the number of variables and object.