Pengaruh Word Of Mouth, Brand Image, Dan Celebrity Endorsmen Terhadap Minat Beli Baju Muslim Emirate Pada Beteng Trade Centre

This study aims to analyze the influence of word of mouth, brand image, and celebrity support on buying interest in Muslim clothes at the Beteng trade center. The population in this study are all consumers who have purchased Muslim clothes at the Beteng trade center. The sampling technique was purposive random sampling with a total sample of 100 respondents. The technique of collecting data in this study uses primary data using a questionnaire. Data analysis uses multiple linear regression. The results of the analysis in the study showed that word of mouth, brand image, and celebrity supported a positive and significant impact on purchasing decisions. It is expected that in subsequent studies to add other independent variables that increase the level of consumer buying interest.