WULANSARI, ANGGITA (2025) PENGARUH KEMASAN DAN KUALITAS PRODUK SERTA CELEBRITY ENDORSMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK CLEANSING MILK MEREK DATGLOW SKIN (STUDI PADA KONSUMEN DI JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to determine the Influence of Packaging, Product Quality, Celebrity Endorsement on Purchase Decisions for Datglow Skin brand cleansing milk products. This study uses a quantitative research method. The collection of research data was carried out online, while the consumer objects in the study were consumers who use Datglow Skin brand cleansing milk products. The data in this study were collected by distributing questionnaires to 97 respondents. The measurement in this study used a Likert scale which was then processed with SPSS 20 dan Smart PLS 3.2.9 analysis tools. The techniques used in data testing are instrument testing and hypothesis testing. The reason this research was conducted was to find out whether packaging and product quality influence the purchasing decision for Datglow Skin cleansing milk. The results of the study indicate that packaging does not have a positive effect on purchasing decisions. Product quality does not have a positive effect on purchasing decisions. Celebrity endorsement has a positive effect on purchasing decisions. Keywords: Packaging, Product Quality, Celebrity Endorsment, Purchase Decision. Tujuan dari penelitian ini yaitu untuk mengetahui Pengaruh Kemasan , Kualitas Produk, Celebrity Endorsment Keputusan Pembelian produk cleansing milk merek Datglow Skin. Penelitian ini menggunakan metode penelitian kuantitatif. Pengumpulan data penelitian di lakukan secara online adapun objek konsumen pada penelitian adalah konsumen yang menggunakan produk cleansing milk merek Datglow Skin. Data didalam penelitian ini dikumpulkan melalui penyebaran kuesioner kepada sebanyak 97 responden. Pengukuran pada penelitian ini menggunakan skala likert yang kemudian diolah dengan alat analisis SPSS 24 dan Smart PLS 3.2.9. Teknik yang digunakan dalam pengujian data adalah uji instumen dan uji hipotesis. Alasan penelitian ini dilakukukan untuk mencari tahu apakah kemasan, kualitas produk berpengaruh terhadap keputusan pembelian cleansing milk Datglow Skin. Hasil penelitian menunjukkan bahwa kemasan tidak berpengaruh positif terhadap keputusan pembelian. Kualitas produk tidak berpengaruh positif terhadap keputusan pembelian. Celebrity endorsment berpengaruh positif terhadap keputusan pembelian. Kata Kunci : Kemasan , Kualitas Produk, Celebrity Endorsment Keputusan Pembelian.
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