Anteseden Keputusan Pembelian Produk Perawatan Wajah Pada Mahasiswi Di Purwokerto

Abstract

Purpose: The aim of this research is to determine and analyze the influence of celebrity endorsers, brand image, brand trust, and price perceptions on purchasing decisions for facial care products among female students in Purwokerto.

Methodology/approach: This research was conducted in Purwokerto. The approach to this research is quantitative. The method in this research uses a non-probability sampling method. The population in this research was female students who purchased facial care products in Purwokerto. The sample was 100 respondents using the accidental sampling technique. The analytical tool used in this research is IMB SPSS Statistics 26 software. The analysis technique used is multiple linear regression analysis technique.

Results/findings: The research results show that celebrity endorsers, brand image, brand trust, and price perceptions have a positive and significant effect on purchasing decisions.

Limitations: The limitation of this research is that this research was only conducted in Purwokerto, so the results of this research cannot be generalized or are less representative of other cities or countries. The number of samples in this study was only 100 respondents who used facial care products, so the sample did not represent the answers of all consumers who used facial care products. The independent variables that influence purchasing decisions for facial care products in this study only consist of celebrity endorsers, brand image, brand trust, and price perceptions, while there are still many variables that influence purchasing decisions.                                                                                            

Contribution: With this research, it is hoped that it can provide references or research literature related to the influence of celebrity endorsers, brand image, brand trust, and price perceptions on purchasing decisions. This research is expected to be able to provide additional information and insight regarding the importance of the strategies implemented by companies in making high product purchasing decisions. And being able to provide advice on companies in the facial care products industry related to celebrity endorsers, brand image, brand trust, and price perceptions are very important in influencing purchasing decisions.