This was a quantitative research aiming to find out the effect of every
variable studied namely advertisement on television, brand equity, attraction of
celebrity endorser towards the decision of buying Wardah cosmetic product.
The sampling technique used in this research was non probability
technique in a form of purposive sampling method that determines samples based
on certain criteria. The population of this research was all students in University
of Muhammadiyah Purwokerto, and the samples of this research involved 125
respondents. The methods of data analysis used in were validity test, reliability
test, classic assumption test, multiple regressions analysis, coeffiecient of
determination, and hypothesis test.
The result of analysis showed that advertisement on television partially
affected positively towards the decision of buying, and the hypotesis was accepted
with tobtained 3,582 > ttable 1,979, equity affected positively towards the decision of
buying, and the hypothesis was accepted with tobtained 6,317 > ttable 1,979,
celebrity endorser affected towards the decision of buying with tobtained 2,841 >
ttable 1,979. Furthermore, the independent variables (advertisement on television,
brand equity, and celebrity endorser) simultaneously affected the dependent
variable (decision of buying).