Pengaruh Endorser Selebriti, Citra Merek, dan Kepercayaan Merek terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Toko Khazana Kosmetik Medan
DOI:
https://doi.org/10.30651/jms.v9i4.24017Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh endorser selebriti, citra merek, dan kepercayaan merek terhadap keputusan pembelian produk Scarlett Whitening di Toko Khazana Kosmetik Medan. Metode penelitian yang digunakan adalah kuantitatif dengan sampel sebanyak 130 responden yang dipilih menggunakan teknik Accidental Sampling. Pengumpulan data dilakukan melalui kuesioner dengan skala semantic differensial dan dianalisis secara statistik menggunakan analisis jalur dengan program Smart PLS versi 4.0 untuk Windows. Hasil penelitian menunjukkan bahwa secara parsial, variabel endorser selebriti (X₁) dan citra merek (X₂) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening di Toko Khazana Kosmetik Medan. Namun, endorser selebriti (X₁) dan kepercayaan merek (X₃) tidak memiliki pengaruh positif dan signifikan. Sebaliknya, citra merek (X₂) dan kepercayaan merek (X₃) berpengaruh positif dan signifikan. Selain itu, endorser selebriti (X₁) dan keputusan pembelian (Y) serta citra merek (X₂) dan keputusan pembelian (Y) juga menunjukkan pengaruh positif dan signifikan. Namun, kepercayaan merek (X₃) dan keputusan pembelian (Y) tidak menunjukkan pengaruh positif dan signifikan.
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