Frosta, Julia Asfahani Weldana (2024) Analisis Pengaruh Customer Rating, Brand Image, dan Celebrity Endorsment terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Kasus Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Scarlett Whitening by Felicya Angelista is a skin and facial care product that is in great demand by consumers because the price is affordable and the product quality is comparatively good. The purpose of this research is to determine the influence of customerrating, brand image, and celebrity endorsment, both simultaneously and partially, on the decision to purchase Scarlett Whitening products by consumers among the students at University of Merdeka Malang. In this case, the researcher used quantitative research by means of a purposive sampling technique, which is a type of non-probability sampling method. The research data was collected using a questionairre distributed via google form to 100 respondents as samples for this research. The selection of research samples was limited to the active students at University of Merdeka Malang who knew or were regular users of Scarlett Whitening products. Then, the research data will be processed using SPPS version 26 software to carry out instrument test analysis, descriptive analysis, classical assumption test, multiple linier regression analysis, and hypotesis testing. The results of this research show that simultaneously customer rating, brand image, and celebrity endorsment have a positive and significant influence on purchasing decisions. Inline with this, partially brand image and celebrity endorsment also have a positive and significant influence on purchasing decision. Meanwhile, customer rating partiaclly doesnot have a significant influence on purchasing decisions.

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