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

dc.contributor.advisorKartikasari, Dwi
dc.contributor.authorChristiana, Fransiska Elsa
dc.date.accessioned2025-09-22T02:44:09Z
dc.date.issued2025-09-10
dc.description.abstractThis 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.
dc.identifier.citationAPA
dc.identifier.kodeprodiKODEPRODI63311#Administrasi Bisnis Terapan
dc.identifier.nidnNIDN1014048201
dc.identifier.nimNIM4122101002
dc.identifier.urihttps://repository.polibatam.ac.id/handle/PL029/4410
dc.language.isoen
dc.publisherPoliteknik Negeri Batam
dc.subjectCelebrity Endorsement
dc.subjectBrand Image
dc.subjectSocial Media Marketing
dc.subjectPurchase Decision
dc.titleThe Influence of Celebrity Endorsements, Brand Image, and Social Media Marketing on Purchasing Decisions for Skintific Products on the TikTok App
dc.typeArticle

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