Pengaruh Ekuitas Merek, Endorser Selebriti dan Harga Terhadap Keputusan Pembelian Konsumen Pada Produk Skincare MS Glow - Yulia Ekawati (Bandung Conference Series: Business and Management, 2022)
Abstract: This study focuses on the application of Brand Equity, Celebrity Endorser and Price to Purchase Decisions. The purpose of this study was to determine the effect of Brand Equity, Celebrity Endorsers and Price on Consumer Purchase Decisions of MS Glow. This research is included in the type of quantitative verification research. Data collection techniques in this study were carried out through the distribution of questionnaires. The population in this study were consumers of Skincare MS Glow as many as 385 people. The sampling technique used in this research is simple random sampling, where the researcher determines the sample randomly. Analysis of the data used is descriptive and statistical analysis using multiple linear regression analysis, F test and T test. The results of this study indicate that the Brand Equity variable partially has a significant effect on Purchase Decisions, the Celebrity Endorser variable partially has a significant effect on Purchase Decisions and the Price variable partially has a significant effect on Purchase Decisions. And simultaneously the variables of Brand Equity, Celebrity Endorser and Price have a significant effect on consumer purchasing decisions on MS Glow Skincare Products. Keywords : Brand Equity, Celebrity Endorser, Price, Purchase Decision Abstrak : Penelitian ini berfokus pada penerapan Ekuitas Merek, Endorser Selebriti dan Harga Terhadap Keputusan Pembelian. Tujuan penelitian ini untuk mengetahui pengaruh Ekuitas Merek, Endorser Selebriti dan Harga terhadap Keputusa Pembelian Konsumen MS Glow. Penelitian ini termasuk kedalam jenis penelitian verivikatif kuantitatif. Teknik pengumpulan data dalam penelitian ini dilakukan melalui penyebaran angket. Populasi dalam penelitian ini adalah konsumen Skincare MS Glow sebanyak 385 orang. Teknik sampling yang digunakan dalam penelitian ini adalah simple random sampling, dimana peneliti menentukan sampel secara acak. Analisis data yang digunakan adalah analisis deksriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F dan uji T. Hasil dari penelitian ini menunjukkan bahwa variabel Ekuitas Merek secara parsial berpengaruh signifikan terhadap Keputusan Pembelian, variabel Endorser Selebriti secara parsial berpengaruh signifikan terhadap Keputusan Pembelian dan variabel Harga secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Dan secara simultan variabel Ekuitas Merek, Endorser Selebriti dan Harga berpengaruh signifikan terhadap Keputusan Pembelian konsumen pada Produk Skincare MS Glow. Kata Kunci : Ekuitas Merek, Endorser Selebriti, Harga, Keputusan Pembelian