Pengaruh Celebrity Endorser, Electronic Word Of Mouth, Dan Kualitas Produk Terhadap Keputusan Pembelian Sunscreen Facetology

This study aims to analyze the influence of celebrity endorsers, electronic word of mouth, and product quality on purchasing decisions for Facetology sunscreen. The sample in this study were Facetology sunscreen users aged at least 17 years, who had used Facetology sunscreen for at least 1 month. The data collection technique used a questionnaire. The sampling technique used a non-probability sampling technique with a purposive sampling method. Data analysis used validity tests, reliability tests, classical assumption tests, hypothesis tests, multiple linear analysis. Data processing tools used SPSS for Windows version 22, the results of this study indicate that: all variables are valid and reliable, there is no multicollinearity, there is no heteroscedasticity and the model meets the assumption of normality. (1) celebrity endorsers have a significant effect on purchasing decisions, (2) electronic word of mouth does not have an effect on purchasing decisions, (3) product quality has a significant effect on purchasing decisions.