Pengaruh Celebrity Endorsment, Brand Trust, dan Brand Image terhadap Keputusan Pembelian Produk Somethinc (Studi Kasus Pada Mahasiswi ITB Widya Gama Lumajang)

Abstract

Somethinc is a local beauty brand that was first released in 2019 by Irene Ursula, who was inspired by the crisis currently being experienced by the millennial generation, namely choosing safe make-up and skincare products that have the best quality. This research aims to determine the influence of celebrity endorsement, brand trust, and brand image on purchasing decisions for Somethinc products (case study of ITB student Widya Gama Lumajang). This research uses a quantitative approach. The population studied was ITB Widya Gama Lumajang 8th Semester Management Study Program students who used Somethinc products. Data was collected by distributing questionnaires to 65 informants who met the criteria obtained using the purposive sampling method. In this research, hypothesis testing was carried out using multiple linear regression analysis. The research results show that: 1) Celebrity Endorsements have no effect on purchasing decisions for Somethinc products (case study of ITB student Widya Gama Lumajang), 2) Brand Trust has a positive effect on purchasing decisions for Somethinc products (case study of ITB Widya Gama Lumajang students). 3) Brand Image has a positive influence on purchasing decisions for Somethinc products (case study of ITB student Widya Gama Lumajang).