The Effect of Product Quality, Service Quality, Innovation, Price, and Celebrity Endorser on Wardah Wonosobo Purchasing Decisions

Consumers evaluate products based on a variety of criteria, including the product’s ability to meet their needs, its alignment with their desires, and whether it fulfills their expectations. This study aims to explore the various factors that contribute to consumer decisions to purchase Wardah products. To achieve this, a survey of 50 respondents will be conducted. Data analysis was conducted using SPSS version 26, which involved assessing the validity and reliability of the data, checking for violations of classical assumptions such as normality, multicollinearity, and heteroscedasticity, performing multiple linear regression analysis to identify the relationship between variables, and testing the significance of the regression coefficients. The results of the study demonstrate that product innovation has the strongest influence on purchasing decisions for Wardah products. While factors such as product quality, service quality, price, and celebrity endorsements also play a role, their impact is less significant compared to product innovation..