How Important is the Influence of Celebrity Endorsers on the Decision to Purchase Skincare Something in Semarang City

Abstract

The aim of this research is to find out how celebrity endorsements, online advertising, and brand image affect consumer purchasing decisions for Something products in Semarang City. All consumers who use and buy facial skin care products such as skincare Something are the subjects of this study. In this study, a purposive sampling method was used for sampling, using a total of 150 respondents. Data was collected through the use of a questionnaire, which was then analyzed through instruments, models and hypothesis testing. In this study, three hypotheses were tested. Brand image, online advertising, and celebrity endorsement have a positive and significant effect on purchasing decisions, according to the findings of this study.