<![CDATA[This research intends to find out how the influence of celebrity endorser, brand image and brand trust on purchasing decisions for Scarlett Whitening products, especially for women. Sampling with non-probability sampling method with purposive sampling technique. The number of samples in this research were 200 respondents and the data collection technique used a questionnaire. This research analysis includes validity test, reliability test, classical assumption test, F test, multiple linear regression analysis, t test and coefficient of determination (R²) test. The results of this research show that 1) celebrity endorsers have no effect on purchasing decisions for Scarlett Whitening products. 2) brand image has a positive and significant effect on purchasing decisions for Scarlett Whitening products. 3) brand trust has a positive and significant effect on purchasing decisions for Scarlett Whitening products. Adjusted R² of 0.731 or 73.1% which means celebrity endorser, brand image and brand trust have an influence of 73.1% on the purchasing decision variable, while 26.9% is influenced by other variables not included in the research model.]]>
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