Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Scarlett Whitening

The Influence Of Celebrity Endorser And Brand Image On Purchasing purpose of this study is to find out, analyse, and explain the description of each variabel, the magnitude of the relationship between Celebrity Endorser of Scarlett Whitening, and the amount of influence partially and simultaneously Celebrity Endorser and Brand Image on Purchasing Decisions of Scarlett Whitening. By using quantitative methods and using descriptive analysis and verification. The analysis tool used is path analysis (path analysis). Samples taken were 150 respondents. Data collection techniques used are literature and field data collection by distributing used are literature and field data collection by distributing questionnaires online. The results showed that Celebrity Endorser and Brand Image have a strong relationship. Celebrity Endorser and Brand Image have a positive and significant effect on Purchasing Decisio