The Influence of Celebrity Endorsers, Brand Awareness, and Product Variety on Scarlett Whitening's Purchase Decisions In Ambon City

Erlinda Tehuayo (Universitas Pattimura)
Rukmuin Wilda Payapo (Universitas Pattimura)
Trisna Sary Lewaru (Universitas Pattimura)
Asmaniar Drakel (Universitas Pattimura)

ARRUS Journal of Social Sciences and Humanities
Vol. 4 No. 3 (2024)

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