Factors that Influence the Decision to Purchase Scarlett Whitening on Shopee

Nila Ervilyana, Bayu Kurniawan, Rita Meiriyanti

Abstract


The purpose of this research is to determine the influence of brand image, brand equity, brand reputation, celebrity endorser, brand awareness, and customer reviews on purchasing decisions for Scarlett Whitening products at Shopee. The type of research used is quantitative. The population in this study were students from the Faculty of Economics and Business, PGRI Semarang University, Class 2020-2023 who had purchased and used Scarlett Whitening products. The sampling technique used the proportionate stratified random sampling method with a sample size of 399 respondents. The data analysis technique uses multiple linear regression analysis with SPSS 25. The results of this research are that brand image, brand equity, brand reputation, celebrity endorser, brand awareness, and customer reviews simultaneously influence purchasing decisions for Scarlett Whitening products at Shopee.


Keywords


brand image; brand equity; brand reputation; celebrity endorser; brand awareness; customer review; purchase decision

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.594

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