Putri, Ni Made Santika (2024) Pengaruh Celebrity Endorser, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Skincare The Originote (Studi Kasus Pada Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine and analyze the Influence of Celebrity Endorser, Product Quality, and Brand Image on the Purchase Decision of The Originote Skincare among students at University of Merdeka Malang. The method in this research uses a quantitative method with data obtained from the distribution of questionnaires to users of The Originote skincare at University of Merdeka Malang. The type of data used in this research is primary data obtained from respondents totaling 100 respondents by collecting respondent information for 13 days. Multiple linear regression analysis is used to evaluate the relationship between variables. The results show that Celebrity Endorser, Product Quality, and Brand Image have a positive and significant simultaneous and partial effect on the purchase decision of The Originote skincare among students at University of Merdeka Malang. In this study, brand image has a dominant influence on purchase decisions. This research supports field findings that show that Brand Image plays a primary role in mediating Celebrity Endorser and Product Quality on Purchase Decisions.

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