Page 93 - MARSIUM'21 COMP OF PAPER

70 Afifah (2021)
H3: There is a relationship between celebrity endorsement through brand image and purchasing decisions
among Indonesian youth females.

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research method used is descriptive and causal research with a quantitative approach. According to
Sugiyono (2017), descriptive research is research conducted to determine the value between one variable and
another. While causal research is research that aims to analyze the cause and effect relationship between the
independent variable (the variable that affects) and the dependent variable (the variable that is influenced).Then
quantitative research is a research method based on the philosophy of positivism, used for research on certain
populations or samples, data collection using research instruments, quantitative or scientific data analysis with the
aim of testing established hypotheses.
The type of data used in this research is primary data obtained from skincare users using a survey approach
to collect information from respondents through questionnaires. Then, in order for respondents to understand
complex study terminology, researchers must provide information in a clear and understandable way so that they
can committed to answering the survey.
The purpose of this research is to see the impact of celebrity endorsement through brand image on
purchasing decisions among Indonesian youth female.

3.2 OPERATIONAL VARIABLE AND MEASUREMENT SCALE

3.2.1 OPERATIONAL VARIABLE

The variables used in this study are independent variable and the dependent variable. The
independent variables are celebrity endorsement and brand image. While the dependent variable is the
purchase decision.

3.2.2 MEASUREMENT SCALE

The scale used in this study is a Likert scale. The Likert scale is a rating scale used to measure
attitudes. This method was developed by Rensis Likert in 1932. According to Sugiyono (2014: 131), the
Likert scale serves to develop an instrument used to measure attitudes, opinions and perceptions of a person
or group of people about social phenomena that have been specifically defined by researchers, which in
turn referred to as research variables.

3.3 POPULATION AND SAMPLING

The population used in this study are females who have become users of beauty products and services at
DR Beaute clinic by dr. Azrida.

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