The Influence of Celebrity Endorsements, Brand Image, and Social Media Marketing on Purchasing Decisions for Skintific Products on the TikTok App

Abstract

This study aims to understand the influence of celebrity endorsements on purchasing decisions for Skintific products on TikTok, brand image on purchasing decisions for Skintific products on TikTok, and social media marketing on purchasing decisions for Skintific products on TikTok. The research method used is quantitative. The sample was obtained using a non-probability methodology with a purposive sampling method, consisting of 114 respondents. The data used in this study came from a questionnaire. Data analysis was performed using SPSS 31. The data analysis used included respondent characteristics analysis, validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results showed that celebrity endorsement had a positive and significant effect on purchasing decisions. Brand image did not have a significant effect on purchasing decisions. Social media marketing had a positive and significant effect and was the most dominant factor in influencing purchasing decisions. Celebrity endorsement, brand image, and social media marketing simultaneously had a significant effect on purchasing decisions.