The Effect of Celebrity Endorsers and Product Quality on Purchase Decisions Through Brand Image in AUD Face Wash at The Irian Bahagia’s Supermarket in Medan City

Abstract

Modern life offers convenience and practicality to support appearance, one of which is the use of care or cosmetic products. Cosmetics are one very important thing, especially to support consumer beauty. Currently, cosmetics are a necessity that cannot be underestimated, because almost all consumers, especially women, cannot be separated from cosmetic products every day. This research was conducted to examine the effect of Celebrity Endorser image and product quality on purchasing decisions for AUD cosmetics among women in Medan. This research is motivated by cosmetics which currently have become a primary need, especially for most women. This causes the cosmetic industry to compete competitively with various strategies to attract consumers to use its products. This research uses a quantitative approach method. The population in this study were consumers of AUD cosmetics users and a sample of 96 respondents was taken. The sampling technique in this study was purposive sampling. The data collection method uses a questionnaire method which is measured using a Likert scale. The analytical method used in this research is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, T-test, F-test, and determinant coefficient test (R2). Tests were carried out using SPSS. The results showed that the celebrity endorser image variable affected the purchasing decision variable by 33,8% and the brand image variable by 39,3%. While the product quality variable has an effect on 8.5% of the purchasing decision variable and it can be concluded that the brand image variable (X3) has a more dominant influence on the purchasing decision variable (Y) than the celebrity endorser (X1) and product quality (X3). The results showed the simultaneous influence of the independent variables, namely celebrity endorser, brand image and product quality on the dependent variable, namely the use satisfaction of 81.7%. While the rest is explained by other variables that are not known in this study. Keywords: Celebrity Endorser, Product Quality, Brand Image, Purchase Decision