Pengaruh Kualitas Produk, Endorser, Dan CSR Terhadap Keputusan Pembelian Scarlett Whitening Di Pontianak Dengan Mediasi Citra Merek
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Nova Claudya Elliza
Ana Fitriana
Erna Listiana
Ahmadi
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, celebrity endorser, dan program corporate social responsibility (CSR) terhadap keputusan pembelian produk Scarlett Whitening di Kota Pontianak, dengan citra merek sebagai variabel mediasi. Fenomena meningkatnya persaingan di industri kecantikan lokal, serta isu sosial seperti pemboikotan produk Scarlett menjadi latar belakang penting dalam penelitian ini. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data primer dikumpulkan melalui kuesioner terhadap 100 responden yang merupakan pengguna Scarlett Whitening di Kota Pontianak dan telah melihat iklan dengan celebrity endorser Song Joong Ki. Teknik analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa kualitas produk, celebrity endorser, dan program CSR secara langsung berpengaruh positif terhadap keputusan pembelian. Selain itu, citra merek terbukti memediasi secara signifikan hubungan antara ketiga variabel bebas terhadap keputusan pembelian. Temuan ini memberikan implikasi praktis bagi perusahaan dalam memperkuat strategi pemasaran melalui peningkatan kualitas produk, pemilihan endorser yang relevan, serta pelaksanaan CSR yang berkelanjutan.
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