Pengaruh Celebrity Endorser, Brand Image, Product Quality dan Brand Trust terhadap Keputusan Pembelian Konsumen Produk Glowsophy di Kota Madiun

Rosa, Ina Avitalia (2025) Pengaruh Celebrity Endorser, Brand Image, Product Quality dan Brand Trust terhadap Keputusan Pembelian Konsumen Produk Glowsophy di Kota Madiun. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of Celebrity Endorser, Brand Image, Product Quality, and Brand Trust towards Purchase Decisions for Glowsophy products among consumers who follow the TikTok account @Fujilian in Madiun City. The background of this study was based on the increasing influence of social media, particularly TikTok, on the behavior of Z Generations consumers in making purchasing decisions, particularly for trending cosmetic products. This study used a quantitative approach with a survey method of 385 respondents who were active TikTok consumers in Madiun City. The data analysis technique used was multiple linear regression analysis with the assistance of SPSS version 26 software. The results show that: (1) Celebrity Endorser has a positive and significant effect towards Purchase Decisions; (2) Brand Image has a positive and significant effect towards Purchase Decisions; (3) Product Quality has a positive and significant effect towards Keywords: Celebrity Endorser, Brand Image, Product Quality, Brand Trust, Purchasing Decisions.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Celebrity Endorser, Brand Image, Product Quality, Brand Trust, Purchasing Decisions.
Subjects:	A Social Sciences > HF Commerce A Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ROSA AVITALIA INA
Date Deposited:	16 Oct 2025 07:36
Last Modified:	16 Oct 2025 07:36
URI:	http://eprint.unipma.ac.id/id/eprint/5576

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