<![CDATA[The purpose of this study was to determine the effect of celebrity endorsement, brand image, environment and psychology on purchasing decisions for Scarlett Whitening case study on Management Study Program students, Indonesian Christian University, Toraja. The type of research used is quantitative research. Sources of data used in this study are primary data and secondary data with questionnaire data collection techniques distributed with the help of google form. The data analysis technique uses multiple linear regression using the SPSS version 28 program. The results of this study indicate that: (1) celebrity endorsements and brand image have a positive effect on purchasing decisions, as evidenced by the t-count value of celebrity endorsements of 0.150 with a significance value of 0.881> 0, 05 and the regression coefficient has a positive value of 0.019 while the t value for brand image is 0.405 with a significance value of 0.687>0.05 and the regression coefficient has a positive value of 0.054. (2) environment and psychology have an effect on purchasing decisions, as evidenced by the environmental t value of 2.441> t table 0.279 with a significance value of 0.019 <0.05 and the regression coefficient has a positive value of 0.299 while the psychological t value of 2.118> t table 0.279 with a significance value of 0.040 <0.05 and the regression coefficient has a positive value of 0.351.]]>
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