PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT WHITENING (STUDI PADA KONSUMEN MAHASISWI STIESIA SURABAYA)

Abstract

The development of the beauty industry in Indonesia is growing rapidly in this several years. It can be seen from the increasing variant of beauty products, either imported and domestic brands.. One company that offers skincare and bodycare products is Scarlett Whitening. This research aimed to find out the effect of a celebrity endorser, brand image, and brand trust on the purchasing decisions of Scarlett Withening’s products. It was also to find out the effect of a celebrity endorser, brand image, and brand trust on the purchasing decisions of Scarlett whitening products of Students of STIESIA Surabaya. The research was causal. Furthermore, the population was students of STIESIA Surabaya. The data were primary. The data collection technique used non-probability sampling with purposive sampling as its sampling technique. In line with that, there were 100 respondents as the sample. The instrument which was questionnaires were distributed to 100 respondents. In addition, the data analysis technique used multiple linear regression with SPSS 26.0 The result showed that a celebrity endorser, brand image, brand trust had a positive and significant effect on purchasing decisions of Scarlett Withening products.