ISNAIDAH, SILVIA (2026) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK FACETOLOGY SUNSCREEN (Studi Pada Konsumen di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effects of brand image, price perception, and celebrity endorsement on purchasing decisions of Facetology Sunscreen products among consumers in Jakarta. The research employs a quantitative survey approach. Data were collected through questionnaires from 119 respondents who had purchased and used Facetology Sunscreen, using purposive sampling. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that brand image, price perception, and celebrity endorsement have a positive and significant effect on purchasing decisions. These results suggest that strengthening brand image, offering appropriate pricing, and utilizing effective celebrity endorsements can enhance consumers’ purchasing decisions. Keywords: Brand Image, Price Perception, Celebrity Endorsement, Purchasing Decision Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, persepsi harga, dan celebrity endorsement terhadap keputusan pembelian produk Facetology Sunscreen pada konsumen di Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner dari 119 responden yang pernah membeli dan menggunakan Facetology Sunscreen, dengan teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Square, Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa citra merek, persepsi harga, dan celebrity endorsement berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa peningkatan citra merek, kesesuaian harga, serta efektivitas celebrity endorsement dapat mendorong meningkatnya keputusan pembelian konsumen. Penelitian ini diharapkan dapat menjadi bahan pertimbangan dalam penyusunan strategi pemasaran perusahaan. Kata Kunci : Citra Merek, Persepsi Harga, Celebrity Endorsement, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43120120053 |
| Uncontrolled Keywords: | Citra Merek, Persepsi Harga, Celebrity Endorsement, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 15 Aug 2026 02:37 |
| Last Modified: | 15 Aug 2026 02:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103259 |
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