Pengaruh Celebrity Endorsement, Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Somethinc Pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Influence of Celebrity Endorsement, Product Quality, and Brand Image on the Purchase Decision of Somethinc Skincare Products Among Students of Universitas 17 Agustus 1945 Surabaya).

Pratiwi, Shinta Widya (2025) Pengaruh Celebrity Endorsement, Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Somethinc Pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Influence of Celebrity Endorsement, Product Quality, and Brand Image on the Purchase Decision of Somethinc Skincare Products Among Students of Universitas 17 Agustus 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

A purchasing decision is a decision that must be taken by consumers to buy a product or service with various certain considerations. Understanding skincare brands and the factors that influence consumer decisions is an important step in maintaining the competitiveness of purchasing decisions through Celebrity Endorsements, Product Quality and Brand Image. A good celebrity endorsement can increase customer satisfaction and build loyalty. Effective product quality can increase consumer awareness and interest in the product. Meanwhile, a strong brand image can influence customers' perceptions of product value, thereby influencing their purchasing decisions. This research aims to determine the influence of celebrity endorsement, product quality, and brand image on the purchase decision somethinc skincare products at the University of 17th august 1945 Surabaya student. The method used in this research is a quantitative approach by collecting data through questionnaires distributed to 100 respondents. Data were tested and analyzed using Statistical Package for the Social Sciences (SPSS) software. The research results show that celebrity endorsements do not have a significant effect on purchasing decisions. Product quality has a significant influence on purchasing decisions. Brand Image has a significant influence on purchasing decisions.

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