PENGARUH BRAND TRUST, KUALITAS PRODUK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC (STUDI KASUS PADA MAHASISWI FAKULTAS EKONOMI PRODI MANAJEMEN ANGKATAN 2020 UNIVERSITAS MUHAMMADIYAH PONOROGO)

One sector that is developing rapidly in Indonesia is the beauty industry, which is attracting much interest from the wider public, especially women. As time goes by, human needs are increasingly diverse, various skincare brands from local brands and foreign brands are competing to attract customers by launching various new skincare products in order to win
the competition. Many factors influence purchasing decisions, including brand trust, product quality and celebrity endorsers. This research aims to determine the influence of brand trust, product quality and celebrity endorsers on purchasing decisions for synthetic products. This research uses quantitative methods. The population in this research is students from the Faculty of Economics, Management Study Program class of 2020 who have purchased and used synthetic products. Sampling was chosen based on probability sampling technique, namely purposive sampling, so that a sample of 90 respondents was obtained. The data
analysis technique uses validity test, reliability test, multiple linear regression test, coefficient of determination test (R2), t test and f test using the SPSS version 25 program. The results of this research are brand trust, product quality and celebrity endorser respectively. influential. positively and significantly on the decision to purchase skintific products.