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All Journal ARRUS Journal of Social Sciences and Humanities
Asmaniar Drakel
Universitas Pattimura
Religion Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Celebrity Endorsers, Brand Awareness, and Product Variety on Scarlett Whitening's Purchase Decisions In Ambon City Erlinda Tehuayo; Rukmuin Wilda Payapo; Trisna Sary Lewaru; Asmaniar Drakel
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2666

Abstract

This research is a quantitative descriptive research. The population used in this study was all consumers who had already purchased and used Scarlett Whitening. Sampling was carried out by purposive sampling technique with a sample of 160 respondents. Data was collected using questionnaires. Data analysis in this study used Multiple Linear Regression. The results of this study show that Celebrity Endorsers have a positive and significant influence on the Purchase Decision of Scarlett Whitening in the city of Ambon. Furthermore, Brand Awareness has a positive and significant effect on the Purchase Decision of Scarlett Whitening in the city of Ambon and Product Variations have a positive and significant effect on the Purchase Decision of Scarlett Whitening in the city of Ambon
Co-Authors Payapo, Rukmuin Wilda Tehuayo, Erlinda Trisna Sary Lewaru