Novita, Rini Lidiya (2023) Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Scarllet Whitening Di Fajar Cosmetik Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the influence of celebrity endorsers on purchasing decisions for scarlet whitening at Fajar Cosmetics Pekanbaru. The type of research used is associative research. The research method used is incidental sampling technique. The research method used is incidental sampling technique. The data were obtained through observation, questionnaires, and interviews. This researcher used 101 respondents with the data analysis method used was validity test, simple linear regression reliability, coefficient of determination (r²), and t test. The software used is the SPSS 22 version to process data that meets the validity and reliability tests and obtains a linear regression equation Y = 14.567 + 0.434X. Where the results of testing the hypothesis t test produce that the celebrity endorser variable has a positive and significant effect on purchasing decisions. The coefficient of determination test (r²) is 0.45 or 47.5%, which means that the celebrity endorser variable influences purchasing decisions.

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