Pengaruh Online Customer Review, Celebrity Endorser, Dan Brand Image Terhadap Keputusan Pembelian Skincare Ms Glow (Studi Kasus Pada Pelanggan Ms Glow Aesthetic Clinic Malang)

Abstract

Abstract
This research was conducted to determine the effect of Online Customer Review, Celebrity
Endorser, and Brand Image on the Purchase Decision of products skincare Ms Glow to Ms Glow
Aesthetic Clinic Malang Customers. This research uses explanatory research and quantitative
approaches. The population and sample of this study are 90 customers of Ms Glow Aesthetic
Clinic Malang. In this study informasi collection techniques used in the form of questionnaires
and interviews. To solve the problem in this study, using the validity test, reliability test,
normality test, multicolinearity test, heteroscedasticity test, multiple linear regression analysis
test, F test, t test, and the coefficient of determination test. Research using multiple linear
regression analysis with the help of SPSS 25. The results of this study are that the Online
Customer Review, Celebrity Endorser, and Brand Image variables influence Purchasing
Decisions simultaneously, partially the variabels Online Customer Review affect the Purchase
Decision while the Celebrity Endorser and Brand Image partially does not affect the Purchase
Decision of products skincare Ms Glow to customers of Ms Glow Aesthetic Clinic Malang.
Keywords: Online Customer Review, Celebrity Endorser, Brand Image and Purchase Decision