ULIL ALBAB
Vol. 1 No. 12: November 2022

Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian Produk Scarlett whitening : Survei Online pada Konsumen Akun Instagram @Scarlet_whitening

Ai Reka Pebrianti (Universitas Perjuangan Tasikmalaya)
Ari Arisman (Universitas Perjuangan Tasikmalaya)
Suci Putri Lestari (Universitas Perjuangan Tasikmalaya)

Article Info

Publish Date
25 Nov 2022

Abstract

This study aims to determine the effect of simultaneously and partially Celebrity Endorser and Brand Image on Purchase Decisions through a survey on consumers of Scarlet Whitening products. The research method used in this study is a quantitative approach with survey methods. The population in this study is unknown and a sample of 100 respondents was taken. The type of data used in this study is primary data obtained through a questionnaire. Data analysis used was classical assumption test and multiple regression analysis using SPSS version 25. Hypothesis testing used t, F and R² tests. The results showed that Celebrity Endorser and Brand Image simultaneously had a significant effect on purchasing decisions. Celebrity endorsers partially have a significant effect on purchasing decisions and brand image partially has a significant effect on purchasing decisions.

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