PENGARUH KUALITAS PRODUK DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN DENGAN CELEBRITY ENDORSER MSGLOW

Abstract

MS GLOW is a local cosmetic brand which marketed in 2014 includes cosmetics, skin care, and bodycare which
is as good as foreign cosmetic products.It has been proven by having been awarded as 10 famous local brands of
skin careproducts. Therefore, this research aimed to find out the effect of product quality and lifestyle on buying
decisions, which was mediated by celebrity endorser of MSGLOW cosmetics. While the population was consumers
who had bought and used cosmetic products of MS GLOW in Surabaya. The research was causal-comparative
quantitative. Moreover, the data collection technique used accidental sampling, in which the sample was taken
by using the Lameshow formula. In line with that, there were 98 samples. Furthermore, the data analysis
technique used path analysis with SPSS. The research result concluded that product quality had a positive and
significant effect on celebrity endorser. Likewise, lifestyle had a positive and significant effect on celebrity
endorser. Meanwhile, product quality had a positiveand significant effect on buying decisions. Similarly, lifestyle
had a positive and significant effect on buying decisions. Additionally, celebrity endorser had a positive and
significant effect on buying decisions. In addition, Celebrity endorsercould mediate the effect of lifestyle on buying
decisions of MS GLOW cosmetics inSurabaya.