THE INFLUENCE OF CELEBRITY ENDORSERS AND ONLINE CONSUMER REVIEWS ON PURCHASE DECISIONS FOR SCARLETT WHITENING SKINCARE
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Abstract
Indonesia is the second-largest country with a population of skincare contributions and has the potential for a high market of cosmetic products, an increasing number of people, and a high increase in consumption among the public. Based on data from the Zap beauty index, skincare is one of the needs of many people in Indonesia because everyone has realized that beauty must be cared for because physical or non-physical beauty is very important for everyone's appearance. One of the things that attract consumers' attention in making purchasing decisions is Celebrity who endorses and reviews other consumers. In this case, every beauty product really needs help from a celebrity endorser. This research are aim to find out how the celebrity endorser variable affects the purchasing decision of Scarlett Whitening skincare and to find out how the celebrity endorser variable affects the purchasing decision of Scarlett Whitening skincare. This research using quantitative approach, with survey methods. The findings of this study are intended to reveal the effect of celebrity endorsers and online consumer reviews on Scarlett Whitening skincare purchasing decisions. The variables used in this study are celebrity endorsers and online consumer reviews as independent variables and purchasing decisions as to the dependent variable. The method used is quantitative, namely the collection of data sets. The results to be achieved can show that the celebrity endorser and online consumer review variables affect the purchasing decision of Scarlett Whitening skincare.
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