PENGARUH CELEBRITY ENDOSER, CITRA MEREK, AFFILIATE MARKETING DAN E- WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC

Anggita Dian Rahmawati, Rizal Ula Ananta Fauzi

Abstract


Skintific has various skincare products ranging from moisturizers, serums, to sunscreens. Skintific has products for various skin types such as normal, oily, sensitive, acne-prone or bumpy, dry, textured, and dull skin. This study aims to determine the influence of celebrity endorsers, brand image, affiliate marketing and E-WOM on purchasing decisions of skintific skincare products in Ponorogo Olshop Murah. This study uses a Quantitative research method. The population of this study was 384 Ponorogo Olshop Murah consumers through a questionnaire. The results of this study prove that 1) The influence of celebrity endorsers on purchasing decisions for Skintific skincare products is significant, 2) The influence of brand image on purchasing decisions for Skintific skincare products is significant, 3) The influence of affiliate marketing on purchasing decisions for Skintific skincare products is significant, 4) The influence of e-WOM on purchasing decisions for Skintific skincare products is significant.

Keywords: celebrity endorsers, brand image, affiliate marketing and E-WOM purchasing decisions


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