PENGARUH CELEBRITY ENDORSEMENT, KUALITAS PRODUK, DAN HARGA JUAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIP CREAM HANASUI PADA GEN-Z

This study aims to determine the effect of celebrity endorsement, product quality, and selling price on Gen-Z's purchasing decisions of Hanasui Lip Cream. A quantitative approach was used through a survey method by distributing questionnaires to 100. The data were analyzed using multiple linear regression with SPSS 25 software. The results showed that partially, celebrity endorsement, product quality, and selling price each had a significant influence on purchasing decisions. Simultaneously, all three variables also positive influenced purchasing decisions. These findings indicate that marketing strategies involving celebrity endorsers, good product quality, and competitive pricing collectively shape a positive consumer perception in the purchasing decision-making process. This study is expected to serve as a reference for local cosmetic companies, especially Hanasui, in formulating marketing strategies that align with the characteristics and preferences of Gen-Z consumers.