Pengaruh Celebrity Endorser, Electronic Word Of Mouth, Dan Gaya Hidup Terhadap Keputusan Pembelian Konsumen Pada Produk Scarlett Whitening.

This research aims to find out the celebrity endorser, electronic word of mouth (E-WOM), and lifestyle on consumer purchasing decisions on Scarlett Whitening products. The population in this research are consumers who have purchased and used Scarlett Whitening products (in the last 3 months with 2x purchases), and is a female Indonesian citizen that the minimum age is 17 years old. The sampling in this research used a purposive sampling technique with 97 respondents. The data collection technique used is by using a questionnaire instrument. Then, in this research, the data analysis technique used is multiple linear regression analysis, this technique is used to predict the effect of celebrity endorser, electronic word of mouth (E-WOM), and lifestyle on consumer purchasing decisions on Scarlett Whitening. The results obtained in this research indicate that the variable celebrity endorser, and lifestyle has positive and significant effect on consumer purchasing decisions on Scarlett Whitening products. While the variable electronic word of mouth (E-WOM) has a positive and no significant effect on consumer purchasing decisions on Scarlett Whitening products.

Keywords: Celebrity Endorser, Electronic Word Of Mouth (E-WOM), lifestyle, Purchasing decisions, and Scarlett Whitening.