Analisis Dampak Celebrity Endorser, Kualitas Produk, Brand Image terhadap dan Keputusan Pembelian Serum Wajah Kategori Terlaris Marketplace di Indonesia

Rahmayani Hasibuan (Universitas Labuhanbatu)
Pristiyono Pristiyono (Universitas Labuhanbatu)
Abd. Halim (Universitas Labuhanbatu)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen

Purchasing decisions for beauty serum products among women are certainly influenced by various factors in the marketing world. The purpose of this study was to determine the effect of celebrity endorser factors, brand image and product quality on purchasing decisions for beauty serums in marketplaces in Indonesia. Determination of the sample in the study using the slovin formula amounted to 100 respondents and the sample that met the purposive sampling criteria. Multiple linear regression analysis is an analysis where partially the celebrity endorse variable and product quality have no effect on purchasing decisions. The brand image variable has a strong influence on purchasing decisions for beauty serum products in the Indonesian marketplace. While simultaneously the celebrity endorser, brand image and product quality variables have a strong effect on purchasing decisions. Another finding found that respondents prefer shopping for beauty serums offline compared to online.