Pengaruh Harga, Mutu Produk dan Celebrity Endorser terhadap Keputusan Pembelian Produk Skincare MS Glow di Surabaya

Abstract

Purchasing decision is a process that will be passed by consumers where consumers
evaluate one choice of two or more alternative choices offered. Price, Product Quality and
Celebrity Endorser are several factors that can influence the Purchase Decision. The purpose
of this study, among others, is to determine and also analyze the influence of Price, Product
Quality and Celebrity Endorser on Purchase Decisions made by consumers on the object of
research, namely Skincare MS Glow in Surabaya. In this study, 100 respondents were used for
the sampling technique using a questionnaire. From the questionnaire, data will be obtained
which will then be analyzed and used using multiple linear regression (multiple linear
regression). The results of this study indicate that price, product quality, and celebrity endorser
partially and simultaneously have a positive and significant effect on consumer purchasing
decisions on MS Glow skincare in Surabaya.