The Influence of Brand Image and Celebrity Endorser on The Purchase Decision of Maybelline Solid Face Powder at Unicorn Store Bojonegoro

Abstract

Skin problems, especially the face, have become a priority, especially for women, facial care is very important so that the use of powder has become one of the cosmetic products that can be relied on to appear confident. The aim of this research is to find and analyze how brand image and celebrity endorsers impact the decision to purchase Maybelline pressed face powder at Unicorn Store Bojonegoro. This research was carried out using quantitative methods by distributing questionnaires to collect data. The population of this study were female customers who had purchased Maybelline pressed face powder at the Unicorn Store Bojonegoro. Sample collection uses non-probability sampling and uses purposive sampling techniques. The sample used in this research was 60 respondents. The data analysis method in this research uses the Smart PLS application. The results of this research show that brand image has a positive and significant influence on purchasing decisions, celebrity endorsers have a positive and significant influence on purchasing decisions.