Pengaruh Celebrity Endorser, Image Image, dan Perceived Quality Terhadap Keputusan Pembelian Produk Skincare MS Glow Studi pada Mahasiswa Institut Teknologi dan Bisnis Widya Gama Lumajang

Abstract

PT Kosmetik Cantik Indonesia operates the Ms Glow beauty brand. In 2013 Ms Glow was founded with the motto Magic For Skin. This research aims to analyze and find out how celebrity endorsers, brand image and perceived quality impact the purchasing decisions of students from the Widya Gama Lumajang Institute of Technology and Business. This research used a quantitative approach, then collected data by distributing questionnaires to consumers as many as eighty participants. The sampling method used is incidental sampling. In this research, the hypothesis is tested using multiple linear regression, t test, or partial testing. By producing the following results: 1) Celebrity Endorser has a significant influence on purchasing decisions for Ms Glow skincare products among ITB Widya Gama Lumajang students. 2) Brand Iamge has no significant influence on purchasing decisions for Ms Glow skincare products among ITB Widya Gama Lumajang students. 3) Perceived Quality has no significant effect on purchasing decisions for Ms Glow skincare products among ITB Widya Gama Lumajang students. 4) the model test in this research shows a significant value.