EXPLORING THE INFLUENCE OF BRAND PERCEPTION, CELEBRITY ADVOCACY, AND USER FEEDBACK ON SKINCARE PRODUCT PURCHASE CHOICES

This research aims to investigate how brand image, celebrity endorsements, and customer reviews on Instagram
influence purchasing decisions specifically for facial brightening skincare products. The study targeted consumers
with a history of purchasing facial brightening skincare items. Through purposive sampling, data were collected
from 100 respondents using a questionnaire distributed via Google Forms. SPSS 24 software was then utilized for
multiple linear regression analysis to test the proposed hypotheses. The findings indicate that brand image,
celebrity endorsements, and customer reviews all have a positive influence on purchasing decisions related to
skincare. Among these, customer reviews hold the strongest impact, underscoring the importance of managing
online feedback and maintaining a positive brand reputation. Although brand image and celebrity endorsements
contribute meaningfully to purchasing decisions, customer-generated content is the most influential driver of
consumer behavior. This study makes a unique contribution by examining the combined impact of brand image,
celebrity endorsements, and customer reviews on skincare purchasing decisions. This integrative approach
provides a more comprehensive perspective on the factors influencing consumer behavior, in contrast to previous
studies that looked at these variables separately.