Pengaruh celebrity endorser, brand image, dan brand trust terhadap keputusan pembelian produk skincare skintific di kota palembang

Suhalim, Shinta Putri (2025) Pengaruh celebrity endorser, brand image, dan brand trust terhadap keputusan pembelian produk skincare skintific di kota palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study was conducted to determine the effect of celebrity endorsement, brand image and brand trust on purchasing decisions for Skintific skincare products in Palembang City. This data was collected through distributing questionnaires to 125 respondents who met the criteria obtained using purposive sampling method, namely the criteria that respondents are people who have bought or used Skintific brand products and know and know the celebrities who promote Skintific skincare products. Using the t test analysis technique, f test and the coefficient of determination. Using the t test analysis technique, the F test and the coefficient of determination. The results of this study indicate that celebrity endorsers, brand image, and brand trust have a positive and significant effect on purchasing decisions.

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