PENGARUH ELECTRONIC WORD OF MOUTH, REFERENCE GROUP, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT WHITENING OFFICIAL SHOP DI INSTAGRAM

Every woman needs beauty products, which every year every woman spends money to buy beauty products. The large number of women who buy beauty products makes the competition in the beauty world even tighter. This can be used as a business opportunity in the world of cosmetics or skincare. In Indonesia, there are lots of beauty products circulating, one of which is Scarlett Whitening. This study aims to determine the effect of electronic word of mouth, references groups, and celebrity endorsers on purchasing decisions for Scarlett Whitening Official Shop products on Instagram. The method used in this study is a quantitative method. The data from this study were obtained by distributing questionnaires to respondents on Instagram Scarlett Whitening Official Shop followers. The population in this study were consumers of Scarlett Whitening Official Shop products on Instagram. The sample used in this study amounted to 100 people using simple random sampling method. The type of data used is primary data. In this study using two categories of variables. The first independent variables are electronic word of mouth (X1), reference group (X2) and celebrity endorser (X3). The second is the dependent variable, namely the purchase decision (Y). From the results of this study, it can be interpreted that the electronic word of mouth references group and celebrity endorser variables partially have a positive and significant influence on purchasing decisions on Scarlett Whitening Official Shop products on Instagram. Electronic word of mouth, reference groups, and celebrity endorsers simultaneously have a positive and significant influence on purchasing decisions for Scarlett Whitening Official Shop products on Instagram.