THE INFLUENCE OF ADVERTISING ATTRACTIVENESS, PRODUCT QUALITY AND CELEBRITY ENDORSERS ON INTEREST IN BUYING CAMILLE BEAUTY SKINCARE ON THE TIKTOK SHOP APPLICATION

Abstract

In the current era of cosmetic trends in Indonesia, there are many competitors who want to start expanding into the cosmetics business because the cosmetics trend is quite advanced in the industry today. Camille Beauty was founded in 2018 by owner Nadya Shavira and uses the TikTok application to promote karean sales. In the current era of globalization, social media has a significant influence on the e-commerce industry. This research collected data through distributing questionnaires, with 100 respondents. This study uses the SPSS 25 program, which includes validity tests, classical assumptions, influences and hypotheses. This study aims to identify and analyze how TikTok social media is marketed and its relationship with artist endorsements and product quality. The results of this research are that there is a significant and positive mutual influence between advertising attractiveness, product quality, celebrity endorsers on customer buying interest simultaneously or partially.