PENGARUH CELEBRITY ENDORSER DAN HARGA SERTA BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN MS GLOW PADA MASYARAKAT KOTA SAMARINDA

Abstract

The growth of the beauty industry over the last few years has increased, especially facial skin care clinics which experienced an average growth of 14%. In order to be able to compete and maintain the beauty business with increasingly tight competition, companies must be able to sell their products appropriately and be able to convey information about their products well and precisely so that consumers can understand and provide a positive response to the products offered so that consumers can decide to buy the product they are offering. offered. There are various ways that companies can use to improve purchasing decisions, including strategy celebrity endorser, price and brand awareness. This research aims to determine and analyze the influence celebrity endorser, price and brand awareness on purchasing decisions partially or simultaneously.

This research was conducted only on MS Glow consumers in the city of Samarinda. 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 endorser significant influence on purchasing decisions skincare MS Glow to the people of Samarinda city. 2) Price has a significant effect on purchasing decisions skincare MS Glow to the people of Samarinda city. 3) Brand awareness has a significant effect on purchasing decisions skincare MS Glow to the people of Samarinda city. 4) Celebrity endorser, price and brand awareness together - have a significant influence on the purchase decision skincare MS Glow to the people of Samarinda city.