Pengaruh Social Media Marketing dan Celebrity Endorser terhadap Keputusan Pembelian pada Produk Skincare Scarlett Whitening : Studi pada Mahasiswa Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar

Fahira Kamilia Salsabila; Burhanuddin Burhanuddin; Muh. Ichwan Musa; Nurul Fadilah Aswar; Ilma Wulansari Hasdiansa

doi:10.59603/ebisman.v2i4.588

Authors

Fahira Kamilia Salsabila Universitas Negeri Makassar
Burhanuddin Burhanuddin Universitas Negeri Makassar
Muh. Ichwan Musa Universitas Negeri Makassar
Nurul Fadilah Aswar Universitas Negeri Makassar
Ilma Wulansari Hasdiansa Universitas Negeri Makassar

DOI:

https://doi.org/10.59603/ebisman.v2i4.588

Keywords:

Social Media Marketing, Celebrity Endorser, Purchasing Decisions

Abstract

The use of social media and celebrities in marketing strategies has become a significant phenomenon in the beauty industry, including skin care products. This study aims to determine how the influence of social media marketing and celebrity endorsers on purchasing decisions for scarlett whitening skincare products for students of the Management Study Program, Faculty of Economics and Business, Makassar State University. This study uses a quantitative approach and a questionnaire as a data collection instrument. The population in this study were active students of the 2020 batch of Management Study Program, Faculty of Economics and Business, Makassar State University and the sample used was 100 respondents. The analysis technique used is multiple linear regression analysis using Stastical Product and Service Solution (SPSS) version 26. The results of this study indicate that Social Media Marketing and Celebrity Endorser have a positive and significant effect on Purchasing Decisions in Management Study Program students at the Faculty of Economics and Business, Makassar State University.

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