Pengaruh Kualitas Produk, Celebrity Endorser, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Avoskin Miraculous Refining Toner Melalui Shopee (Studi Pada Masyarakat Kabupaten Kebumen)

This research aims to determine the influence of product quality, celebrity endorser, and price perception on the Avoskin Miraculous Refining Toner product. The sample data taken in this research were 100 consumers who had purchased Avoskin Miraculous Refining Toner products. The instrument or data collection tool in this research uses a questionnaire. The data analysis techniques used include quantitative analysis consisting of instrument testing, classical assumption testing, multiple linear regression analysis and hypothesis testing. Data was processed with the help of the SPSS 25.0 for Windows program. The results of the analysis prove that product quality has a significant influence on purchasing decisions. The results of the analysis prove that celebrity endorsers have a significant influence on purchasing decisions. The results of the analysis prove that price perception has a significant influence on purchasing decisions. The results of the analysis prove that product quality, celebrity endorsers, and price perceptions simultaneously have a significant influence on purchasing decisions.