THE INFLUENCE OF CELEBRITY ENDORSERS, BRAND IMAGE AND TRUST ON PURCHASE DECISIONS FOR LEAFHEA SKINCARE PRODUCTS IN BATU AJI

Abstract

In the era of globalization and digitalization, Indonesia's cosmetic and skincare industry is experiencing rapid growth, with a 20% annual increase as reported by the Ministry of Industry. Leafhea Skincare, a herbal product marketed through Multi Level Marketing (MLM), has gained public recognition. This research investigates the impact of celebrity endorsers on brand image, consumer trust, and purchasing decisions of Leafhea Skincare in Batu Aji. Using Slovin's formula, a sample of 385 consumers was selected through purposive sampling. Data collected via Google Forms were analyzed using SPSS, involving various statistical tests. Results indicate that celebrity endorsers significantly influence purchasing decisions (t-value of 4.051 > t-table of 1.966), brand image positively impacts purchasing decisions (significance value of 0.000 < 0.05), and consumer trust also plays a crucial role (t-value of 3,576 > t-table of 1,966). Simultaneously, celebrity endorsers, brand image, and trust have a significant collective impact on purchasing decisions (F-value of 13.792 > F-table of 2.63, with a significance of 0.00 < 0.05).