ANALISIS PENGARUH CELEBRITY ENDORSER, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN WANITA PRODUK SKIN CARE MEREK MS GLOW DI KECAMATAN SUMBAWA)

Abstract

Ms. Glow is a new product that is currently on the rise. This product continues to show its existence and is growing very rapidly and the competition is fast in the midst of intense competition, from Ms. Glow's portfolio which has managed to sell more than 2 million products every month with a product category of 3 million SKUs (Stock Keeping Units). promoting sales in online and offline lines, namely by advertising and cooperating with community leaders. This study analyzed the influence of celebrity endorsers, brand image, and brand trust on female consumers of Ms. Glow skincare products in Sumbawa. This study uses quantitative methods. The sample in this study collected 100 research subjects obtained through the non-probability sampling technique with the purposive sampling method. The data obtained were processed using multiple linear regression analysis techniques through SPSS software version 16.0 for Windows. The results of research analysis in this study indicate that 1) celebrity endorser has a significant effect on purchasing decisions (2) brand image has no significant effect on purchasing decisions (3) brand trust has a significant effect on purchasing decisions.