<![CDATA[This research aims to investigate how brand image, celebrity endorsements, and customer reviews on Instagram influence purchasing decisions specifically for facial brightening skincare products. The study targeted consumers with a history of purchasing facial brightening skincare items. Through purposive sampling, data were collected from 100 respondents using a questionnaire distributed via Google Forms. SPSS software was then utilized for multiple linear regression analysis to test the proposed hypotheses. The findings indicate that brand image, celebrity endorsements, and customer reviews all have a positive influence on purchasing decisions related to skincare. Among these, customer reviews hold the strongest impact, underscoring the importance of managing online feedback and maintaining a positive brand reputation. Although brand image and celebrity endorsements contribute meaningfully to purchasing decisions, customer-generated content is the most influential driver of consumer behavior. This study makes a unique contribution by examining the combined impact of brand image, celebrity endorsements, and customer reviews on skincare purchasing decisions. This integrative approach provides a more comprehensive perspective on the factors influencing consumer behavior, in contrast to previous studies that looked at these variables separately.]]>
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