Pengaruh Celebrity Endorsement dan Brand Image Terhadap Purchasing Decision Produk Skin Care Nature Republic

This study aims to determine and prove whether the celebrity endorsement and brand image variables have a positive and significant influence on the purchasing decision of Nature Republic's skin care products. The population in this study are people who follow the Nature Republic Indonesia Instagram account. The sample in this study amounted to 100 respondents who met the criteria by using purposive sampling technique. The data analysis technique used was validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, hypothesis testing consisting of t test and coefficient of determination (R2) with the help of SPSS 25 as an analysis tool. The results obtained indicate that the celebrity endorsement and brand image variables have a positive and significant influence on the purchasing decision of Nature Republic's skincare products. Keywords: celebrity endorsement, brand image and purchasing decision of Nature Republic skin care product