Page 86 - MARSIUM'21 COMP OF PAPER

63 Afifah (2021)
provides skin care services such as glamorous glowing facials, pretty white facials, super facials, organic facials
and several facial procedures such as thread implants, fillers and skin boosters. Based on an interview with Miss
Suci as assistant manager of Dr Beaute by dr. Azrida, that in addition to offering facial care services, this clinic also
has its own licensed care products. Among them are acne soap, lactic soap, acne toner, normal toner and milk
cleanser.
Based on the results of interviews, it was found that in an effort to introduce and attract interest in buying
services and products to the public, the use of celebrities has not met the target to be achieved. This is because in
choosing a celebrity you have to go through several considerations first, thus making promotions slower to convey.
This of course becomes difficult and continues to pose a challenge for clinics to catch up with customers
and convince them. The purpose of using celebrity endorsement is to introduce the brand to customers so that they
will then want to buy it. There are many theories and studies behind purchasing decisions and how to respond to
them in order to successfully attract the attention of customers and make them targets to buy the products offered.
With the development of digital technology, more and more ways are being developed, one of which is with
celebrity endorsement to influence the target market. Celebrity endorsement aims at a marketing strategy by using
one or more celebrities to advertise certain products or services. Its goal is to reach a larger audience and also be
represented by a celebrity fan base.
From a combination of interesting information to discuss along with the demands for skin product needs in
beauty clinics, especially for youth women in Indonesia. And because of the importance of knowing the best factor
assessment model to evaluate consumer purchasing decisions that are influenced by celebrity endorsement and
brand image, the researcher wants to examine "THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH
BRAND IMAGE ON PURCHASE DECISIONS IN INDONESIAN YOUTH WOMEN IN DR BEAUTE BY DR
AZRIDA".

1.2 RESEARCH QUESTIONS

From the results of the description of the background, the problems that can be raised in this study are as
follows:
1. Does celebrity endorsement have a direct effect on brand image?
2. Does brand image have a direct effect on purchasing decisions?
3. Does celebrity endorsement have a direct effect on purchasing decisions?

1.3 RESEARCH OBJECTIVES

From the results of the problem formulation that has been described, the research objectives raised in this
study are as follows:
1. To find out the direct effect of celebrity endorsement on brand image.
2. To find out the direct effect of brand image on purchasing decisions.
3. To find out the direct effect of celebrity endorsement on purchasing decisions.

1.4 IMPACT OF THE STUDY

1.4.1 ACADEMIC

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