THE INFLUENCE OF CELEBGRAM, SOCIAL MEDIA, AND BRAND IMAGE ON SKINTIFIC SKINCARE PURCHASING DECISIONS AMONG BATAM STUDENTS

Abstract

This study aims to determine the influence of celebgram, social media, and brand image on the purchase decision of Skintific skincare in Batam students. The sample in this study amounted to 100 respondents who used Skintific skincare. The sampling technique uses a non-probability approach, namely purposive sampling. The method used in this study is multiple linear regression analysis. This study uses the SPSS 25 program with data analysis techniques including descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis tests. The results of the reliability test showed that the value of Cronbach's Alpha on the celebrity variable was 0.956, social media was 0.920, brand image was 0.927, and purchase decision was 0.944. The results of the T test in this study showed that the variables of social media and brand image had a significant effect on the decision of the consumer, while the variable of celebgram did not have a significant influence on the purchase decision. However, in the F test, the F value is calculated at 140.629 > F table 2.70 can be concluded that there is a significant simultaneous influence between celebgram, social media, and brand image on purchasing decisions.