Pengaruh Harga dan Celebrity Endorser terhadap Purchase Decision dengan Citra Merek sebagai Variabel Intervening pada Produk Skincare MS. Glow

Abstract

The beauty industry has been experiencing continuous growth over the years. In Indonesia, several well-known skincare brands have emerged, one of which is Ms Glow. Ms Glow have received the Indonesia Top Corporate Social Responsibility of the Year 2024 award; however, its sales trends have f not always shown an upward trajectory and tends to decline over time. This study aims to analyze and examine the influence of Price and Celebrity Endorser on Purchase Decisions with Brand Image as an intervening variable in MS Glow skincare products. The population in this study consists of customers who used MS Glow skincare products in Rantauprapat City. The research sample includes 100 respondents. Data collection was conducted using a structured questionnaires. Data analysis was performed using descriptive analysis and the Structural Equation Model (SEM)Partial Least Squares (PLS) approach. Data processing was carried out using Smart-PLS version 4.0. The research results, findings indicate that price has a significant effect on the brand image of MS Glow skincare products. Celebrity Endorser also significantly influence the Brand Image of MS Glow skincare products. Furthermore, price has a significant effect on the Purchase Decision, and Celebrity Endorsers significantly influence Purchase Decision for MS Glow skincare products. Brand Image also has a significant effect on Purchase Decision. However, Price does not have a significantly influence Purchase Decision through the Brand Image. In contrast, Celebrity Endorsers has a significant effect on Purchase Decisions through Brand Image. Based on the on the coefficient of determination, the percentage of purchase intention is 69.8%, while the percentage explaining purchasing decision is 66.9%.