Fabiola, Christalia (2025) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Skincare Somethinc). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Tujuan penelitian ini adalah mengevaluasi dampak kualitas produk, citra merek, dan celebrity endorser terhadap keputusan pembelian skincare Somethinc. Pemakai produk di wilayah Bekasi adalah objek dari penelitian ini. Penyusunan penelitian ini menggunakan metode kuantitatif dengan perolehan sampel menggunakan purposive sampling sebanyak 160 responden. Data dalam penelitian itu dikumpulkan melalui metode survei, dengan instrumen kuesioner. Pengolahan data dilakukan menggunakan partial least square (PLS) melalui software statistic SmartPLS 3.0 dan structural equation modeling (SEM) digunakan sebagai metode analisis. Temuan penelitian ini mengindikasikan mutu produk berdampak positif dan signifikan terhadap keputusan pembelian. Selain itu, persepsi terhadap merek juga berkontribusi secara positif dan signifikan dalam menentukan pilihan konsumen. Kehadiran celebrity endorser turut berpengaruh positif dan signifikan terhadap keputusan pembelian.The purpose of this study is to evaluate the impact of product quality, brand image, and celebrity endorsers on purchasing decisions for Somethinc skincare products. Users of the product in the Bekasi area serve as the subjects of this research. The study was conducted using a quantitative method, with a sample of 160 respondents selected through purposive sampling. Data for the research were collected through a survey method, using a questionnaire as the instrument. Data processing was carried out using Partial Least Squares (PLS) through the statistical software SmartPLS 3.0, and Structural Equation Modeling (SEM) was employed as the analytical method. The findings of this study indicate that product quality has a positive and significant impact on purchasing decisions. Furthermore, brand perception also contributes positively and significantly to consumer choice. The presence of celebrity endorsers likewise exerts a positive and significant influence on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010012 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Celebrity Endorser, Keputusan Pembelian. Product Quality, Brand Image, Celebrity Endorser, Purchase Decision |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | YOSUA EBENEZER PARDEDE |
| Date Deposited: | 20 Aug 2025 02:40 |
| Last Modified: | 20 Aug 2025 02:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96897 |
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