Seberapa Penting Pengaruh Celebrity Endorser Pada Keputusan Pembelian Skincare Somethinc di Kota Semarang
Abstract
Kata kunci: Citra Merek, Iklan Online, Celebrity Endorser dan Keputusan Pembelian
Abstract
The purpose of this study was to analyze the effect of brand image, online advertising and celebrity endorsement on consumer purchasing decisions for Something products in Semarang City. The population used in this study were all consumers who use and buy facial skin care products such as skincare Something. The sampling technique used in this study used a purposive sampling technique, with a total of 150 respondents. The data collection method was a questionnaire, after which the collected data were analyzed using instrument testing, model testing and hypothesis testing. In this study, three hypotheses were tested. The results of this study indicate that brand image, online advertising and celebrity endorsements have a positive and significant effect on purchasing decisions.
Keywords: Brand Image, Online Advertising, Celebrity Endorser and Purchase Decision.
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DOI: https://doi.org/10.37531/sejaman.v6i2.4774
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