The Role of Celebrity Endorsers, Brand Image, and Social Media in the Decision to Purchase Cosmetics Products
Peran Celebrity Endorser, Brand Image, dan Media Sosial terhadap Keputusan Pembelian Produk Kosmetik
DOI:
https://doi.org/10.21070/ups.1635Keywords:
Celebrity Endorser, Brand Image, Social Media, Decision to PurchaseAbstract
Implora sells several skincare cosmetics, namely serum, lipstick, eyeshadow, and powder for buyers. As one of the local brands that carry the vision and mission, namely to provide products that are safe, quality, legal and affordable prices. The purpose of this study was to determine the effect of celebrity endorsers, brand image, and social media on the purchase of Implora cosmetics. In this study using quantitative research, the sampling technique used was purposive sampling technique, determining the number of samples obtained using the slovin formula so that the results obtained were 115 samples. Data analysis used the SPSS version 26 program. The results showed that celebrity endorsers had a positive and significant effect on purchasing decisions on Implora cosmetics. Brand image has a positive and significant effect on the decision to purchase Implora cosmetics. Social media has a positive and significant effect on purchasing decisions on Implora cosmetics.
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