Pengaruh Celebrity Endorser dan Kualitas Produk terhadap Keputusan Pembelian Skincare Somethinc (Studi pada Mahasiswa PTN Kota Medan)

Abstract

In this era of globalization, skin care has become a primary need, especially for most women. This causes the cosmetic industry to compete with various attractive strategies to attract the attention of consumers to use the product, one whinc is Somethinc. Somethinc is a local brand that is still relatively new to penetrate the international market. This study aims to determine the effect of celebrity endorsers and purchasing decisions, how product quality influences the purchasing decisions of Somethinc skin care consumers. Used is motivated by consumers who are to buy something in the midst of the current tight competition in the cosmetics industry and also the many local brands that have been present in recent years. This research uses quantitative and associative approaches. Research with an associative approach aims to find a relationship between one variable and another. The study used 100 respondents as a sample using purposive sampling as a sampling technique. The population in this study are students who are consumers of Somethinc in the city of Medan. The results showed that celebrity endorser and product quality had a positive and significant effect on purchasing decisions. Based on the determination test, it was obtained that the correlation coefficient (R) was 0.523, this means that 52,3% of Scarlett Whitening Medan's consumer purchasing decisions can be influenced by Celebrity Endorser (X1) and Product Quality (X2).