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areas. This led to growth in the skin care industry that results in 30% of total global sales by 2020, especially from
a millennial (Deloitte, 2017)
Based on the need for skincare that continues to increase, this then demands cosmetic companies to have
strategies that can attract consumers to purchase decisions. According to Kotler (2007:223), purchasing decisions
are several stages carried out by consumers before making a purchase. Kotler & Keller (2007:235) states that
purchasing decisions consist of five stages, namely: need recognition, information search, evaluation of
alternatives, purchase decisions and post-purchase. With a high purchase decision, it results in high sales volume,
which means that the profits obtained by the company will be higher.
To build a good image in consumer purchasing decisions, one of the factors that can influence is to use a
promotional mix that is in accordance with the demands of changing times. And some promotions that are often
carried out by companies today are advertising through social media by making celebrities as supporters in the
delivery of advertisements. Shimp (2003: 460) argues that celebrity endorsers are using artists as advertising stars
in the media, ranging from print media, social media, and television media. Celebrities are usually also used for
reasons of their fame attributes which include good looks, courage, talent, elegance, strength, and also physical
attractiveness which often represent the attractiveness required by the brand. The function of the celebrity endorser
itself is different from the brand ambassador, the brand ambassador acts as an icon or cultural identity, they act as
a marketing tool that represents the achievement of individualism in human glory and the commodification and
commercialization of a product, therefore brand ambassadors do not always use celebrities, but use celebrity is
often an option. Brand ambassadors also make advertised products a part of their lifestyle.
The next factor that can influence the purchase decision is decisions is brand image. According to Kotler
and Armstrong (2001:225), brand image is a set of consumer beliefs about a particular brand. According to Kotler
and Armstrong (2008:281) brands represent perceptions and consumer companies of a product and its performance
of all things about the meaning of the product or service to consumers. The brand itself is actually a reflection of
the promises made by producers to consumers for the quality of the products they produce, brands are proven to be
able to influence purchasing decisions made by consumers (Iryanit, 2014: 7)
From the results of the theoretical discussion and research that has been done previously to determine the
relationship between celebrity endorsement and brand image on purchasing decisions, it can be concluded that
these two factors, namely celebrity endorsement and brand image have a significant influence on purchasing
decisions. With a description that explains the fact that the growth of skincare needs will continue to change
along with changing demands from time to time. This is what motivated the author to conduct research.

1.1 PROBLEM STATEMENT

In this modern era that continues to develop, beauty care is seen as one of the basic needs that must be met.
Not only for reasons to make the appearance more attractive, but for a more important goal, namely to create
healthier and more well-groomed skin. Based on data from BPS, the income of the Indonesian beauty industry is
USD 7.095 billion or Rp 99.33 trillion in 2020. This figure grew 2.84 percent from the previous year.
Social Bella Chief Executive Officer (CEO) Jhon Marco Rasjid said that there are at least three fundamental
things that can drive the growth of the beauty industry in Indonesia. First, Indonesia has a very large population of
young people. Second, Indonesia's economic growth is quite good so that it can support the industry. Third, with
the role of social media which also contributes greatly.
This phenomenon supports the presence of many beauty service clinics that offer various kinds of facial
treatments according to the needs and desires of consumers. The existence of a beauty clinic gives consumers a
more profitable choice because it is handled by a beauty doctor. One of them is Dr Beaute by dr. Azrida clinic.
Which are located in five cities in Indonesia, including Pekanbaru, Padang, Bekasi, Jambi and Medan. This clinic

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