Do Celebrity Endorsers Influence the Purchase Decision at the NV Glow Clinic in Semarang?

Abstract

A beauty clinic is a place that provides services in the form of treatment and of-fers a variety of skin care products. The rapid development of skin care and the establishment of many beauty clinics The purpose of this research is to analyze the effect of brand image in social media marketing and celebrity endorsements on purchasing decisions at the NV Glow Semarang Clinic. Quantitative method is used in this research. In this study, the number of samples was 105 respondents selected by purposive sampling. The data in this study were collected using mul-tiple linear regression analysis. The research results show social media market-ing, brand image, celebrity endorser had significants and a positive influence purchasing decisions.

Keywords: social media marketing, brand image, celebrity endorser