Indriani, Fira (2025) Pengaruh Celebrity Endorsement Dan Brand Image Terhadap Keputusan Pembelian Produk Skincare The Originote (studi Kasus Pada Mahasiswa Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

Every year, many companies develop new brands to stay competitive in the Indonesian beauty business. There is still a big opportunity to gain market share in the Indonesian skincare sector. Beauty and attractiveness have become basic needs for women. This builds a potential market for the industry, especially skincare. The purpose of the problem in this study is to determine the effect of Celebrity endorsement on the decision to purchase The Originote skincare products on students of the Islamic University of Riau, to determine the effect of Brand Image on the decision to purchase The Originote skincare products on students of the Islamic University of Riau, and to determine the effect of Celebrity endorsement and Brand Image on the decision to purchase The Originote skincare products on students of the Islamic University of Riau. This study was conducted on students of the Islamic University of Riau in Pekanbaru. The purposive sampling method was used in this study. The sample used was 100 respondents using the Lemeshow formula in determining the sample. The results show that Celebrity endorsement has a significant effect on the Purchase Decision of The Originote Skincare Products on Students of the Islamic University of Riau, Brand Image has a significant effect on the Purchase Decision of The Originote Skincare Products on Students of the Islamic University of Riau, and Celebrity endorsement and Brand Image have a positive and significant effect on the Purchase Decision of The Originote Skincare Products on Students of the Islamic University of Riau.

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