Page 95 - MARSIUM'21 COMP OF PAPER

72 Afifah (2021)
Pekanbaru, and its newest clinic is located in Medan. The DR Beaute beauty clinic is starting to increase its revenue
by leveraging existing technologies such as social media to attract customers and resellers. Dr. Azrida as the founder
said that social media had helped her introduce the clinic from scratch and made it easier for business marketing by
having a website and special accounts on social media to advertise products and services at the clinic.
Based on the repondents data description, responses from respondents to indicators and variable
calculations on the questionnaire can be seen and explained in a Likert scale diagram. The variables used in this
research are Celebrity Endorsement and Brand Image as independent variables and Purchase Decision as dependent
variable. The questionnaire that was distributed has been successfully filled in as many as 162 consumers who have
heard of DR Beaute, have purchased products or have done any skin care treatment at the DR Beaute by dr Azrida
clinic spread across 4 cities in Indonesia as mentioned earlier. The following are the results of processing consumer
data based on the characteristics contained in the questionnaire.
Based on the characteristics of the respondents in this study, it was found that out of 162 respondents,
71.4% were women aged 21 to 26 years and 28% were aged 15 to 20 years, while the rest were outside of young
adults. This shows that women at the age of young adults are more aware of the importance of maintaining healthy
skin and face as part of their needs that must be prioritized. Meanwhile, at an advanced age, they view skin health
and avoiding facial diseases as no longer important or beyond basic needs.
Based on the results of this study, it can be concluded that from 162 respondents who filled out the
questionnaire, the monthly income from those who care about skin and facial health was 55.9% or as many as 90
people were < Rp 1,000,000, 23.6% or 38 people for Rp 1,000,000 - 2,000,000, 10.6% or 17 people is IDR
2,000,000 to 3,000,000 and the remaining 9.9% or 16 people is > IDR 3,000,000. This shows that the average
income of skincare users among young adults in Indonesia is IDR 1,000,000 to 3,000,000, which means that the
use of skincare at an affordable price is sufficient among the target respondents.

5.0 CONCLUSION

Based on the results of research that has been done regarding the effect of celebrity endorsement through
brand image on purchasing decisions among Indonesian youth females, it can be concluded that it has evidence that
has a significant effect. This shows that most of the women in Indonesia in the age range of 15 to 25 years are
interested in making purchases of skincare products because they see and are influenced by advertisements given
by celebrities and also because of the brand image of the product.

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