PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING PADA MAHASISWI UNIVERSITAS SURAKARTA

Abstrak

This study aims to determine and analyze the influence of celebrity endorsers, brand image and price on
purchasing decisions of Scarlett Whitening for female students at the University of Surakarta either
partially or simultaneously. This research is a quantitative study that collects data using a questionnaire
using a sample of 100 respondents. The sampling method uses a purposive sampling method. The data
analysis technique used is multiple linear regression analysis, t test, and F test, and the coefficient of
determination (R2). Based on the analysis technique used, the result of the celebrity endorser t test (X1) was
0.183, brand image (X2) was 2.612, and price (X3) was 4.825. where tcount celebrity endorser <ttable
(1.986) significance value 0.855<0.05. This means that celebrity endorsers have no significant effect on
purchasing decisions, while brand image and price have a significant effect on purchasing decisions. F
test results on all independent variables Fcount 30.833 where, Fcount > Ftable (2.70), significance value
0.000 <0.05. Based on the results of this study, it can be concluded that celebrity endorser (X1) partially
has a positive but not significant effect, brand image (X2), and price (X3) partially has a positive and
significant effect. Simultaneously all independent variables have a positive and significant effect on the
dependent variable on the decision to buy (Y).