Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Produk Skincare

Abstract

            Skin care products or skincare using public figures are considered to have power over the general public who see these products and can make offers so that people are interested in using them and even make a decision to buy the product being promoted. This study aims to find out how the celebrity endorser relationship influences the decision to buy skincare products. The company's strategy in taking advantage of promotions is to establish relationships with celebrity endorsers. With more and more information obtained about a product through advertisements that have been promoted by a celebrity, it will create a feeling of interest in the product because over time, as long as the product is still in the minds of consumers, the memory will still be embedded. In this study the method used is descriptive qualitative research method and includes explanatory research. The results of this study indicate that celebrity endorsers have a strong relationship because they can directly influence consumer purchasing decisions. Celebrity endorsers influence consumer purchasing decisions by increasing consumer buying interest due to public attention.

Keywords: Celebrity Endorser, Purchase Decision, Skincare