The Influence of Brand Image, Celebrity Endorsement and Product Quality on Emina Skincare Purchase Decisions

الملخص

        This study aims to analyze the influence of brand image, celebrity endorsement, and product quality on Emina Skincare Purchasing Decisions at Neyya Shop Nusukan Surakarta. This study uses a quantitative descriptive approach with a purposive sampling technique. The population in this study were all Neyya Shop consumers who had purchased Emina Skincare products. The research sample consisted of 100 respondents, namely consumers who had purchased Emina Skincare products at least 3 times and were willing to be respondents. Data collection was carried out by distributing questionnaires to respondents. The data analysis method used was multiple linear regression analysis with the help of IBM SPSS software. The independent variables in this study consisted of brand image, celebrity endorsement, and product quality, while the dependent variable was the purchasing decision. The results showed that brand image had a positive and significant effect on purchasing decisions. Celebrity endorsement had a positive and significant effect on purchasing decisions. Product quality had a positive and significant effect on purchasing decisions. Simultaneously, brand image, celebrity endorsement, and product quality had a positive and significant effect on purchasing decisions of Emina Skincare at Neyya Shop Nusukan Surakarta.