PENGARUH CELEBRITY ENDORSER UBEY APSENSOO DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE ATHENA PADA MEDIA SOSIAL INSTAGRAM

The purpose of this study is to determine and prove whether the celebrity endorser and brand image have a positive and significant effect on purchasing decisions for Athena skincare products at instagram social media. The population in this study are people who have purchased Athena skincare products at instagram social media. The sampling technique in this study used purposive sampling with a sample size of 100 respondents. In this study, the data technique used was a questionnaire instrument. The analysis technique used is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, F test, coefficient of determination, test, and multiple linear regression analysis. The result showed that celebrity endorser and brand image have a positive and significant affect to purchasing decisions for Athena skincare products at instagram social media.

Keywords: celebrity endorser, brand image, purchasing decisions, Athena skincare, instagram.