| dc.description.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. | en_US |
