Analisis Pengaruh Kualitas Produk, Harga dan Celebrity Endorser terhadap Keputusan Pembelian Skincare MS Glow (Studi pada Pengguna MS Glow di Kota Binjai)

Abstract

One of the rapidly growing industries today is beauty products, including skincare products that can increase the confidence of its users. This trend is accelerating the growth of the beauty industry, especially skincare, with the emergence of various skincare brands—increasing competition in the beauty industry business world. Therefore, companies must be able to compete in different ways so that people are interested in buying their products. This study aims to analyze how product quality, price, and celebrity endorsers influence MS Glow's skincare purchasing decisions in Binjai City. The influence between product quality, price, and celebrity endorsers will be analyzed partially and simultaneously in buying decisions. The form of research used in this study is quantitative research with an associative approach. The population in this study was MS Glow skincare users in Binjai City, totaling 100 respondents. The sampling used in this study is non probability with the Purposive Sampling technique. The primary data used in this study was obtained by distributing questionnaires directly, while secondary data was obtained through literature studies. The data analysis methods are instrument tests, classical assumption tests, multiple linear regression analyses, and hypothesis tests. The results showed that product quality, price, and celebrity endorsers had a significant effect both partially and simultaneously on the purchase decision of MS Glow skincare in Binjai City. The determination coefficient test shows a reasonably close relationship between product quality, price, and celebrity endorser, with an R-value of 0.583. Based on the Adjusted R Square value, it is also known that product quality, price, and celebrity endorser variables contribute 32.0% to purchasing decision variables. In comparison, the remaining 68.0% are influenced by factors outside the capital of this study.