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This research investigates how celebrity endorsements, customer reviews, and pricing affect consumers’ intention to purchase Scarlett Whitening products. Amid intense competition in the skincare industry, firms are required to focus not only on product features but also on psychological and perceptual aspects that influence consumer behavior. Celebrity endorsers contribute to strengthening brand trust, customer reviews offer insight based on user experiences, while price reflects consumers’ perceived value of the product. This study adopts a quantitative explanatory design, with data obtained from 204 respondents through structured questionnaires using a five-point Likert scale. The collected data were analyzed using multiple linear regression with SPSS version 26. The findings indicate that celebrity endorsers, customer reviews, and price have both simultaneous and individual positive and significant impacts on purchase intention. An adjusted R-square value of 0.274 suggests that these variables account for 27.4% of the variation in consumers’ purchase intention. Overall, the results highlight that appropriate endorsements, trustworthy reviews, and competitive pricing collectively enhance consumers’ intention to purchase Scarlett Whitening products

TikTok Shop is a popular application that offers online shopping and interaction experiences for consumers. Marketers at TikTok Shop use various methods to encourage consumer decisions to make purchases. This study aims to determine the effect of celebrity endorsers, online customer reviews, and viral marketing on purchasing decisions for TikTok Shop e-commerce products. This study uses a quantitative method with a survey approach by providing questionnaires to respondents. The population studied was all people in Semarang City who have the TikTok Shop application and have purchased products through the application. A sample of 112 people was taken using the convenience sampling technique. Data were obtained through questionnaires and analyzed using multiple linear regression analysis, F test, R2 test, and t test. The results of the study indicate that celebrity endorsements have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of celebrity endorsements will encourage consumer decisions to buy. Online customer reviews have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The more positive online customer reviews, the more it will encourage consumer decisions to buy. Viral marketing has a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of viral marketing will encourage consumer decisions to buy.  

The growth of the digital economy in the 5.0 era has changed consumer behavior, particularly among students as digital natives. This study aims to analyze the influence of Celebrity Endorsers, Product Quality, Social Media Marketing, and Influencer Credibility on Purchase Intention, with Brand Image as a mediating variable. The research focuses on students in Pemalang Regency who use the Shopee e-commerce platform. A quantitative approach was employed, with data collected from 100 respondents through purposive and accidental sampling. Data analysis was conducted using multiple linear regression, path analysis, and the Sobel test with IBM SPSS 25. The results indicate that all independent variables have a positive and significant effect on Purchase Intention. In addition, Brand Image is proven to mediate the influence of these variables. The findings suggest that enhancing quality perception and selecting credible endorsers aligned with brand values are important strategies for Shopee to increase consumer purchase intention. This study provides empirical contributions to the development of digital marketing literature.

The skincare industry in Indonesia is experiencing rapid growth, primarily driven by the significant development of e-commerce and increased consumer awareness of self-care. This surge has resulted in intense competition among brands. This comparative study aims to analyze the role of trust as a mediating variable that connects price fairness, celebrity endorsements, and e-WOM to repurchase intentions for two brands: Somethinc (a science-based brand) and Wardah (a halal-based brand). A quantitative research method was used, involving a survey with a 5-point Likert scale distributed to 150 millennials and Gen Z respondents in Semarang City. The data were analyzed using PLS-SEM (SmartPLS). The findings reveal that both celebrity endorsements and trust have a significant impact on repurchase intentions for both brands. In contrast, price fairness and e-WOM do not have a significant direct effect on either brand. However, the study shows that trust effectively mediates the influence of price fairness, celebrity endorsements, and e-WOM on repurchase intentions. This underscores the vital role of trust in enhancing customer loyalty to Somethinc and Wardah. These findings suggest that strengthening brand trust in skincare products can significantly boost customer loyalty.

Thislresearchlwas a quantitativelresearch with two independentlvariables, namely Brand Image (X1) and Celebrity Endorser (X2) and a dependent variable, Purchase Decision (Y). The data collection method used was conducted by distributing questionnaires to 100 Arascaraf consumer respondents who bought Arascraf products. The sampling technique used in this research was purposive sampling. The data analysis of this study used multiple linear regression and hypothesis testing. The results showed that the Brand Image and Celebrity Endorser had a partial and simultaneous positive influence on the purchasing decisions of 77.8% and the remaining 22.2% was influenced by other factors. While the variable that had a dominant influence on Consumer Purchase Decisions was the Brand Image variable with a regression coefficient value of 0.866. Based on the results of the study, it can be concluded that Brand image and Celebrity Endorser are the reasons for Arascraf consumers to make purchasing decisions at Arascraf.

This research aims to examine the impact of celebrity endorser credibility and brand image on consumers' purchasing decisions regarding Glad2Glow skincare products in Bandar Lampung. The intense competition in the beauty industry pushes companies to adopt innovative marketing strategies, such as leveraging trustworthy celebrity endorsers and building a strong brand image. A quantitative approach was used in this study, with data gathered from 160 Glad2Glow skincare users in Bandar Lampung through questionnaires. The data were analyzed using multiple linear regression. The findings reveal that the credibility of celebrity endorsers has a positive and significant influence on purchasing decisions. Similarly, brand image also exerts a positive and significant impact. Together, these factors play a key role in improving consumers' buying decisions. The results underscore the importance of credible endorsements and a solid brand image in gaining consumer trust and driving the purchase of local skincare products in a highly competitive market.

This research is motivated because self-confidence in using skincare products recommended by celebrity endorsers is also an important factor in purchasing decisions. The purpose of this study was to analyze the influence of celebrity endorser Tasya Farasya and Instagram social commerce on the purchase decision of the Originote skincare moisturizer on female students of the FPP UNP Makeup and Beauty Education Study Program. This type of research is Ex post Facto with a quantitative research method approach. The population of this study were female students of the 2020, 2021, 2022 and 2023 Makeup and Beauty Education Study Program, namely 365 people. The type of sampling used in this study was non-probability with a purposive sampling technique with a total of 78 people. Data were collected through observation methods and research questionnaires. The preparation of the instrument was carried out by sorting the Likert scale. Data were analyzed by descriptive analysis, normality tests and hypothesis tests. The results of the study obtained 1) Instagram social commerce partially has a significant effect on Moisturizer Purchase Interest in Female Students of the FPP UNP Makeup and Beauty Study Program. 2) Celebrity endorser Tasya Farasya partially has a significant effect on the Moisturizer Purchase Interest of Female Students of the Makeup and Beauty Study Program, FPP UNP. 3) Celebrity Endorser Tasya Farasya and Social Commerce Instagram simultaneously influence the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP. Suggestions to increase insight into the material in the lesson for students, in increasing knowledge and information about the influence of celebrity endorser Tasya Farasya Instagram social media on the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP.

This Research to determine the influence of Celebrity Endorser, Brand Image, and Product Quality on the Purchase Intention of Wardah Cosmetics in Rimbo Bujang, Tebo Regency. The research population consists of all consumers of Wardah cosmetic products, which is an unlimited number, where a sample of 100 respondents was selected using the Purposive Sampling technique. (Sampel bertujuan). Based on the data processing results using SPSS, it was found that, partially, Celebrity Endorser has a positive and significant effect on the purchase interest in Wardah Cosmetics. Brand Image has a positive and significant effect on the purchase interest in Wardah Cosmetics, and Product Quality has a positive and significant effect on the purchase interest in Wardah Cosmetics. Simultaneously, Celebrity Endorser, Brand Image, and Product Quality together have a positive and significant effect on the purchase interest.

The purpose of this research is to determine the influence of celebrity endorsers and product knowledge on purchase decisions in MS. Glow Skincare Product with brand image as an intervening variable. Researchers collected research data with questionnaires which were distributed to consumers who bought MS. Glow Skincare Products. The research results based on the partial test (t Test) found that: a) there is a significant influence of celebrity endorsers on brand image, b) there is a significant influence of product knowledge on brand image, c) there is no significant influence of celebrity endorsers on purchase decisions, d) there is an influence significant product knowledge on purchase decisions, e) there is no significant influence of brand image on purchase decisions, f) brand image cannot mediate the influence of celebrity endorsers on purchase decisions g) brand image cannot mediate the influence of product knowledge on purchase decisions.

The current phenomenon is that the entertainment and beauty industry releases many products that can be used by the whole community, so this can create a different culture, encouraging the attraction of celebrity endorsers, who are figures (a person, mascot or group) who are known by the social community and celebrity endorsers. one of them is Twice (K-pop girl group) which is currently collaborating or has an agreement to endorse a brand in the form of Scarlett Whitening skincare products or services.  This will influence a brand ambassador on the buyer's decision through the intention to purchase the product, so the author aims to analyze how much influence the brand ambassador has on the buyer's decision through people's purchase intention by using a survey research type method and a quantitative approach as a data collection tool through questionnaires. Data obtained through questionnaires shows that the percentage of women is 84% ​​and the percentage of men is 16%. The results of this research are that brand ambassadors have a positive and significant effect on purchasing interest. Where Scarlett Whitening has superior quality products including consumer trust so it can be concluded that brand ambassadors do not increase purchasing decisions for Scarlett Whitening products. The author gives advice to Scarlett Whitening as the object of this research, even though Twice is already quite good, it still needs to seek more brand awareness and increase consumer trust.      

The use of a well-known and respected individual in the realms of art, entertainment, athletics, or public relations to promote a product or service is known as a celebrity endorsement. Finding out how much of an impact Blackpink endorsers and Instagram ads have on consumers' propensity to buy is the driving force behind this study. Dark-skinned Oreos. Descriptive quantitative research using survey methodologies is used. One hundred students from UPN Surabaya made up the group surveyed for this study. Probability sampling using a simple random sample approach is used in the sampling process. Primary data is used in this study data gathering approach. Based on the study findings, the celebrity endorser variable is statistically significant (p < 0.05) with a t-value of 2.993 > 0.05. With a sig value of 0.015 < 0.05 and a computed t value of 2.483 > t table 1.985, the advertising attractiveness variable is statistically significant (t table 1.985). The findings indicate that the significance level is less than 0.05, with a F value of 26,720, which is more than the number in the F table, which is 3.09. The R-squared value is 0.355 and the multiple correlation result is 0.596. Celebrity endorsements, the beauty of Instagram ads, and the attractiveness of Instagram ads all had a role in influencing consumers' choices to buy Blackpink Oreos.  

The thesis with the title "The Influence of Celebrity Endorsers and Word of Mouth on the Decision to Purchase Scarlett Whitening Products among UIN Sulthan Thaha Saifuddin Jambi Students" was written by Jumianti with NIM 501190273, Sharia Economics Study Program, Sulthan Thaha Saifuddin Jambi State Islamic University 2023. This research aims to determine: (1) the influence of celebrity endorsers on purchasing decisions for Scarlett Whitening products, (2) the influence of word of mouth on purchasing decisions for Scarlett Whitening products, and (3) the influence of celebrity endorsers and word of mouth on purchasing decisions for Scarlett Whitening products.This research uses quantitative research methods by collecting data or survey methods. The sample in this research was 100 students at UIN Sulthan Thaha Saifuddin Jambi. The data collection technique uses a questionnaire whose validity and reliability have been tested. The data analysis technique used to answer the hypothesis is multiple regression. The results of this research show that: (1) Celebrity Endorser has no influence on purchasing decisions, as evidenced by the calculated t value of 0.191 with a significance value of 0.849 which is greater than 0.01. (2) word of mouth has a positive and significant effect on purchasing decisions, as evidenced by the calculated t value of 9.189 with a significance value of 0.000 which is smaller than 0.01. (3) celebrity endorsers and word of mouth simultaneously influence purchasing decisions, as evidenced by the calculated F value of 80.672 with a significance value of 0.000 which is smaller than 0.01. The adjusted R square value of 0.585 shows that the ability of the independent variable to influence the dependent variable is 58.5% and the remaining 41.5% is influenced by other variables outside this research

Research on the influence of product attributes, celebrity endorsers and perspective value on purchasing decisions for Nivea Handbody products in Semarang City. The expected aim of this research is to analyze the influence of product attributes on Perceive value, as well as to analyze the influence of Endorsers on Perceive value. With the population of all consumers who purchased Nivea Handbody Products, the exact number is not known, so the sampling technique used in this research is purposive sampling, namely a sample collection method based on research objectives with a total of 100 people. The data analysis technique used is Path linear regression analysis to analyze the influence of Product and Endorser Attributes on Purchase Intention with Perceive value as the intervening variable for the test tool used and adapted to the research model. The regression equation used is Model 1, namely the influence of Product Attributes and Endorsers on Perceive value. Model 2 is the influence of Product Attributes, Endorser and Perceive value on Purchase Intention. Based on the results of the research that has been carried out, it can be concluded that product attributes influence perceived value in a positive direction, meaning that if product attributes increase, then perceived value increases, Endorsers influence Perceive value in a positive direction, meaning that if endorsers increase, then Perceive value increases, Product attributes influence Purchase intention in a positive direction, meaning that if product attributes increase, then purchase intention increases, Endorsers influence Perceive value in a positive direction, meaning that if endorsers increase, then purchase intention increases, Perceive value influences Purchase intention in a positive direction, meaning that if Perceive value increases, Purchase intention increases. Perceive value has the most dominant influence on Purchase intention. Product and Endorser attributes have a direct influence on Purchase intention through Perceive value.  

Research on the influence of product attributes, celebrity endorsers and perspective value on purchasing decisions for Nivea Handbody products in Semarang City. The expected aim of this research is to analyze the influence of product attributes on Perceive value, as well as to analyze the influence of Endorsers on Perceive value. With the population of all consumers who purchased Nivea Handbody Products, the exact number is not known, so the sampling technique used in this research is purposive sampling, namely a sample collection method based on research objectives with a total of 100 people. The data analysis technique used is Path linear regression analysis to analyze the influence of Product and Endorser Attributes on Purchase Intention with Perceive value as the intervening variable for the test tool used and adapted to the research model. The regression equation used is Model 1, namely the influence of Product Attributes and Endorsers on Perceive value. Model 2 is the influence of Product Attributes, Endorser and Perceive value on Purchase Intention. Based on the results of the research that has been carried out, it can be concluded that product attributes influence perceived value in a positive direction, meaning that if product attributes increase, then perceived value increases, Endorsers influence Perceive value in a positive direction, meaning that if endorsers increase, then Perceive value increases, Product attributes influence Purchase intention in a positive direction, meaning that if product attributes increase, then purchase intention increases, Endorsers influence Perceive value in a positive direction, meaning that if endorsers increase, then purchase intention increases, Perceive value influences Purchase intention in a positive direction, meaning that if Perceive value increases, Purchase intention increases. Perceive value has the most dominant influence on Purchase intention. Product and Endorser attributes have a direct influence on Purchase intention through Perceive value.  

This research aims to explore the consequences of brand image, product quality, price, and celebrity endorsers on consumers' tendency to buy Scarlet Whitening Body Lotion products again. Survey participants included consumers who bought and used Scarlet Whitening Body Lotion products from Yogya Mall Brebes, with a total of 464 people. The research sample was taken as much as 25% of the population, namely 116 respondents, with the implementation of random selection procedures. The information collection equipment used is a questionnaire that has been tested for validity, reliability, and meets the assumptions of classical responses. The data were tested by multiple regression analysis, t test, F test, as well as coefficient of determination. The results show that brand image has a positive and significant influence on purchasing decisions. Product variables have no effect on purchasing decisions, price and celebrity endorsers have no effect on purchasing decisions. In totality, brand image, product quality, price, and celebrity endorsers have an influence on the purchase decision of Scarlet Whitening Body Lotion products.

Penelitian Pengaruh Celebrity Endorser dan Iklan Terhadap Minat Beli Konsumen pada Produk Scarlett di Kota Palopo telah dilakukan. Tujuan penelitian ini yaitu Untuk mengetahui Pengaruh Celebrity Endorser dan Iklan terhadap Minat Beli Konsumen pada Produk Scarlett di Kota Palopo. Populasi dari penelitian ini adalah seluruh pelanggan atau konsumen pada produk Scarlett. Menurut Utama (2016) besarnya jumlah sampel tergantung pada jumlah indikator yang dikalikan 10 kalinya. Jumlah sampel minimal dalam penelitian ini yaitu 11 x 10 = 110 orang konsumen yang membeli produk Scarlett. Metode pengumpulan data dengan menggunakan tindakan observasi, wawancara dan kuesioner kepada responden pelanggan pada Produk Scarlett di Kota Palopo.  Data yang didapatkan akan dianalisis secara Deskriptif, Uji Validitas, Uji Reliabilitas, Koefisien Determinasi (R2) serta Analisis Regresi Linier Berganda. Dari hasil analisis didapatkan nilai F hitung (183,456) > f tabel (2,310) dengan taraf signifikan 0,000, yang berarti bahwa Celebrity Endorser dan Iklan berpengaruh Signifikan terhadap Minat Beli Konsumen pada Produk Scarlett di Kota Palopo. Dan nilai T hitung 2,019 > t tabel dengan taraf signifikan 0,046. Taraf signifikan tersebut lebih kecil dari 0,05. Hal yang dapat disimpulkan bahwa celebrity endorse berpengaruh signifikan terhadap Minat Beli konsumen pada produk Scarlett di Kota Palopo. Nilai Koefisien Determinasi (R Square) sebesar 0,774 hal ini dapat disimpulkan bahwa variabel bebas celebrity endorser (XI) dan iklan (X2) mempunyai kontribusi atau berpengaruh terhadap variabel terikat (minat beli) sebesar 77,4% sedangkan sisanya (100% - 77,4% = 22,6%) dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Artinya bahwa hipotesis ketiga diterima. Penelitian ini dapat memberikan saran dan rekomendasi bagi pengembang Produk Scarlet dalam mengembangkan strategi pemasaran dan meningkatkan Celebrity Endorser dan Iklan guna menarik Minat Beli.

This research aims to determine the influence of Celebrity Endorser and Brand Image on Purchase Decisions for Scarlett Whitening Products among Students at the Faculty of Economics and Business, Makassar State University. The sample used was 100 students from the Faculty of Economics and Business who had been selected based on predetermined criteria. Data collection techniques were carried out using questionnaires and literature studies. Data analysis techniques consist of validity tests, reliability tests, classic assumption tests consisting of normality tests, multicollinearity tests and heteroscedasticity tests, multiple linear analysis tests, hypothesis tests, determinant coefficient tests. The results of this research show that the Celebrity Endorser and Brand Image variables have a positive and significant influence on purchasing decisions. The variable that most dominantly influences purchasing decisions is the Celebrity Endorser variable and the one that has the least influence is the Brand Image variable. The dependent variable for purchasing decisions can be explained by the Celebrity Endorser variable and the remaining Brand Image is explained by other variables that were not examined in this research.

The purpose of this study was to determine the role of celebrity endorsers on buying decisions. Using purposive sampling technique with 70 respondents which obtained from distributing questionnaires to buyers at PT. Timbul Jaya Motor Boyolali. Based on the multiple linear regression analysis method, either partially or jointly, it shows that the variables of attractiveness, credibility, and expertise of the celebrity endorser studied have a significant effect on buying decision. The Adjusted R-Square value is 0.670, which means that 67% of the buying decision variables can be explained by the attractiveness, credibility, and expertise of celebrity endorsers, while the remaining 33% is explained by other variables that not examined in this study.