PENGARUH HARGA, KUALITAS PRODUK, DAN CELEBRITY ENDORSER TEHADAP MINAT BELI PRODUK SCARLETT WHITENING (STUDI KASUS PADA PEREMPUAN DI SURAKARTA)

Tujuan dilakukannya penelitian ialah guna membuktikan bagaimana keterikatan antara harga, kualitas produk, dan celebrity endorser pada minat beli produk Scarlett Whitening di Surakarta. Data dalam riset dikumpulkan melalui pembagian kuisioner. Perempuan di Surakarta adalah populasi yang dipakai dalam riset ini. Pengambilan sampel purposive sampling ialah metode yang dipakai dalam pengambilan sampel. Melalui penggunaan rumus Rao Purba, maka diperoleh jumlah responden sebanyak 100 responden. Uji regresi linear berganda digunakan sebagai alat analisis data dalam penelitian yang sedang dilakukan ini. Diperoleh dari riset ini ialah variabel harga, kualitas produk, dan celebrity endorser  memberikan pengaruh secara signifikan terhadap minat beli produk Scarlett Whitening di Surakarta. Kata Kunci: Harga, Kualitas Produk, Celebrity Endorser, dan Minat BeliThe purpose of this research was to prove how the relationship between price, product quality, and celebrity endorsers on the interest in buying Scarlett Whitening products in Surakarta. The data in the research were collected by distributing questionnaires. Women in Surakarta are the population used in this research. Purposive sampling is the method used in sampling. Through the use of the Rao Purba formula, the number of respondents was obtained as many as 100 respondents. Multiple linear regression test is used as a data analysis tool in the research that is currently being conducted. Obtained from this research are the variables of price, product quality, and celebrity endorsers that have a significant influence on the purchase interest of Scarlett Whitening products in Surakarta. Keywords: Price, Product Quality, Celebrity Endorser, and Purchase Interes