THE EFFECT OF PRODUCT DIFFERENTIATION, TRUST IN A BRAND, AND THE CELEBRITY ENDORSER OF THE WILLINGNESS TO BUY BANDAGE WOMAN LAURIER IN THE PADANG CITY

Abstract

This study aims to determine the effect of product differentiation, trust in a brand, and the celebrity endorser of the willingness to buy bandage woman merk laurier in the Padang city. The sample’s of this study was that consumers who used and will used a bandage woman merk laurier in Padang city, which amounts 100 respondents. The sampling technique was purposive sampling. The type of data was primary data through questionnaires. The data analysis of the method used multiple linear regression analysis. The hypothesis test was by using T-test statistics to demonstrate the influence of the independent variables on the dependent variable partially or individual. Results of this study found that the product differentiation, brand trust and celebrity endorser significantly positive effect at on buying interest laurier of consumer’s in Padang Keywords: product differentiation, brand trust, celebrity endorser, buying interest