The Influence of Price and Celebrity Endorsement on the Purchase Decision of Hamidah Bergo Hijab Products in the City of Bandung

The current development of the Muslim fashion business requires companies to use various strategies to attract consumers in order to survive in business competition by improving their marketing mix, one of which is pricing and promotion using celebrity endorsements. In 2024, Hamidah Scarf experienced a decline based on sales data, which means that consumers have a decreased interest in bergo hijab products, thereby impacting purchasing decisions. This study aims to investigate the influence of price and celebrity endorsements on purchasing decisions for Hamidah's hijab bergo products in Bandung City. The study employs a descriptive and confirmatory research design. The sampling technique uses non- probability sampling with a purposive sampling method. Data was collected through a research questionnaire administered to 100 individuals in Bandung City. The analysis techniques used include validity tests, reliability tests, multiple linear regression, correlation coefficient tests, determination coefficient tests, F-tests, and t-tests using SPSS 27. The research results indicate that price and celebrity endorsement have a significant positive partial effect on purchasing decisions and a significant simultaneous effect on purchasing decisions.