Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening
Latar Belakang : Penelitian ini dilatarbelakangi oleh fenomena lakunya produk Scarlett Whitening yang menghasilkan konsumen Scarlett Whitening yang membludak di tengah persaingan ketat industri kosmetik di Indonesia dan banyaknya brand kosmetik baru yang hadir terlebih lagi beberapa tahun terakhir banyak bermunculan brand kosmetik lokal.
Tujuan : Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endors terhadap keputusan pembelian, bagaimana pengaruh brand image terhadap keputusan pembelian, bagaimana pengaruh celebrity endorser dan brand image terhadap keputusan pembelian konsumen Scarlett Whitening Medan.
Metode : Bentuk dari penelitian yang dilakukan pada penelitian ini adalah menggunakan jenis kuantitatif dengan pendekatan asosiatif.
Hasil : Hasil penelitian menunjukkan bahwa celebrity endorser dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kesimpulan : Berdasarkan hasil uji determinasi diperoleh hasil bahwa nilai koefisien korelasi (R) sebesar 0,889 (88,9%), dimana nilai koefisien korelasi ini menunjukkan hubungan antara celebrity endorser dan brand image terhadap keputusan pembelian cukup kuat.
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