PENGARUH CELEBRITY ENDORSE DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SERUM WAJAH SOMETHINC DI SAMARINDA

Abstract

The objectives of this research are: 1) To determine and analyze the influen celebrity endorse on the decision to purchase facial serum products Somethinc in Samarinda. 2) To find out and analyze the influence of trust on purchasing decisions for facial serum products Somethinc in Samarinda. 3) To find out and analyze the influence celebrity endorse and mutual trust in the decision to purchase facial serum products Somethinc in Samarinda.

This research was conducted only on product consumers Somethinc in the city of Samarinda. The research was conducted from February – May 2024. The sample taken was 96 respondents using the purposive sampling method. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) Celebrity endorse has a significant influence on purchasing decisions for facial serum products Somethinc in Samarinda because consumers feel that celebrities promote products Somethinc it is very convincing that the product is quality and the celebrity is promoting the product Somethinc have physical attractiveness and are famous. 2) Trust has a significant effect on purchasing decisions for facial serum products Somethinc in Samarinda because consumers feel that the product Somethinc prioritize quality, provide satisfaction guarantees and always be honest regarding information about products. 3) Celebrity endorse and trust together have a significant influence on purchasing decisions for facial serum products Somethinc in Samarinda because celebrities promote products Somethinc is a celebrity who is famous and physically attractive soincrease consumer confidence in the quality and effectiveness of the product.