Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Scarlett Whitening
Abstract
The Influence Of Celebrity Endorser And Brand Image On Purchasing
Decision Of Scarlett Whitening. Thesis of Management Sudy Program,
Faculty of Economics, University of Singaperbangsa Karawang. The
purpose of this study is to find out, analyse, and explain the description of
each variabel, the magnitude of the relationship between Celebrity
Endorser of Scarlett Whitening, and the amount of influence partially and
simultaneously Celebrity Endorser and Brand Image on Purchasing
Decisions of Scarlett Whitening. By using quantitative methods and using
descriptive analysis and verification. The analysis tool used is path analysis
(path analysis). Samples taken were 150 respondents. Data collection
techniques used are literature and field data collection by distributing used
are literature and field data collection by distributing questionnaires online.
The results showed that Celebrity Endorser and Brand Image have a strong
relationship. Celebrity Endorser and Brand Image have a positive and
significant effect on Purchasing Decision.
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