Analisis Pengaruh Celebrity Endorsement Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening (studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau)

Meilina, Arisa (2021) Analisis Pengaruh Celebrity Endorsement Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening (studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

The Scarlett Whitening product was first created and marketed by Felicya Angelista, who is one of the country's artists whose background is that many followers want bright and clean skin, which motivated her to establish the Scarlett Whitening by Felicya Angelista brand. This study aims to analyze the effect of celebrity endorsement and brand image on purchasing decisions on Scarlett Whitening products. This research was conducted on students of the Faculty of Economics and Business, Riau Islamic University in Pekanbaru. Purposive Sampling method used in this study, the sample was collected totaling 290 respondents using the Slovin formula in determining the sample. The results show that celebrity endorser and brand image have a positive and significant effect on purchasing decisions on Scarlett Whitening products. Keywords : Celebrity Endorser, brand image, purchasing decisions.

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