Pengaruh Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Produk Lipstik Pixy (Studi Mahasiswi Manajemen 2017 Universitas Buana Perjuangan Karawang)

A B S T R A C TOne of the local cosmetic industries, namely Pixy, uses its product promotion through Celebrity Endorser on Instagram. The brand image owned by Pixy has a good image that makes consumers decide to buy Pixy products. This study aims to: (identify and analyze and explain the corelation of Celebrity Endorser and Brand Image on Purchase Decisions. The research was conducted using the quantitative data path analysis method. The sample in this study were students of Management at the University of Buana Perjuangan Karawang class of 2017 who used Pixy lipstick as many as 80 respondents. The sampling technique is Two Stage Side Cluster which uses 2 Probability Sampling Techniques, the first is the Cluster Random Sampling Technique and the second is the Simple Random Sampling Technique. The results show that (1) Celebrity Endorser (X1) to Brand Image (X2) has a strong correlation (2) Celebrity Endorser (X1) has a significant effect on Purchase Decision (Y), (3) Brand Image ( X2) has a significant effect on Purchase Decision (Y), (4) Celebrity Endorser (X1) and Brand Image (X2) has a significant effect on Purchase Decision (Y)..A B S T R A KSalah satu industri kosmetik lokal yaitu Pixy yang menggunakan promosi produknya melalui Celebrity Endorser di Instagram. Citra merek yang dimiliki Pixy memiliki citra yang baik yangmmembuat konsumen memutuskan pembelian produk Pixy.Penelitian ini bertujuan untuk: mengetahui dan menganalisis serta menjelaskan hubungan Celebrity Endorser dan Citra Merek terhadap Keputusan Pembelian. Penelitian dilakukan dengan menggunakan metode analisis jalur (Path Analysis) data kuantitatif. Sampel dalam penelitian ini adalah Mahasiswi Manajemen Universitas Buana Perjuangan Karawang angkatan 2017 pengguna lipstik Pixy sebanyak 80 Responden. Teknik pengambilan Sampel yaitu Two Stage Cluster Samping yang merupakan menggunakan 2 Teknik Probability Sampling yang pertama Teknik Cluster Random Sampling dan yang kedua Teknik Simple Random Sampling. Hasil menunjukkan bahwa (1) Hubungan Celebrity Endorser (X1) terhadap Citra Merek (X2) memiliki korelasi kuat (2) Celebrity Endorser (X1) berpengaruh signifikan terhadap Keputusan Pembelian (Y), (3) Citra Merek (X2) berpengaruh signifikan terhadap Keputusan Pembelian (Y), (4) Celebrity Endorser (X1) dan Citra Merek (X2) terhadap Keputusan Pembelian (Y) berpengaruh signifikan.