| dc.description.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). | en_US |
