The purpose of this study is to determine the influence of celebrity endorser,
credibility endorser and attraction endorser factors towards the purcase decision of
Maybelline cosmetics at Universitas Muhammadiyah Purwokerto either partially or
simultancously. Sampling technique used is a non-probability sampling obtained through
purposive sampling. Which is the method of determining the sample based on certain criteria.
The population ini this research is the students of Univeritas Muhammadiyah Purwokerto
that use cosmetic. The sample of this study is 102 respondents. Data analiysis method used in
this research is validity test, reliability test, classical assumption test, multiple regression
analysis, coefficient determination and hypothesis testing. The results showed that celebrity
endorser has positive but no significant effect on purchasing decision eith t value of 0,640 < t
table 1,664. Credibility endorser has partial effect positive but not significant on purchase
decision with t value 1,263 < t table 1,664. Attraction endorser has significant positive effect
on the purchase decision with the value of t value of 3,371 > t table 1,664. Furthermore, the
simultaneous analysis of independent variabels ( celebrity endorser, credibility endorser ,
and attraction endorser) together affect the dependent variable ( purchase decision) with F
value > F table of 9,435 > 2,697.