PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP

MINAT BELI KONSUMEN SKINCARE MS GLOW

(Studi Pada Konsumen MS Glow di Jawa Timur)

THE EFFECT OF CELEBRITY ENDORSER AND BRAND IMAGE

ON INTEREST IN BUYING CONSUMER SKINCARE MS GLOW

(Study on MS Glow Consumers in East Java)

MS Glow adalah salah satu merek perawatan kecantikan di Indonesia, dimana brand lokal ini sangat digemari

sebab menawarkan manfaat dapat mencerahkan kulit. Strategi perusahaan memanfaatkan promosi dengan

menjalin kerjasama dengan Celebrity Endorser. Penelitian ini dilatarbelakangi oleh fenomena laku kerasnya

produk MS Glow yang menyebabkan konsumen MS Glow membludak ditengah ketatnya persaingan dalam

industri kosmetik di Indonesia serta banyaknya kehadiran brand kosmetik baru bermunculan. Penelitian ini

bertujuan untuk menganalisa pengaruh celebrity endorser dan brand image secara simultan terhadap minat

beli konsumen produk MS Glow. Populasi pada penelitian ini adalah konsumen MS Glow di Jawa Timur

yang pernah menggunakan produk MS Glow minimal tiga kali dan pernah menyaksikan celebrity endorser

sedang campaign produk MS Glow. Metode pengambilan sampel yang digunakan adalah non probability

sampling dan pengambilan data memakai purposive sampling. Data dikumpulkan dengan memakai kuisioner

dimana pengambilan sampel sejumlah 100 responden. Jenis penelitian dalam riset ini yakni penelitian

kuantitatif deskriptif dengan menggunakan analisis regresi linier berganda, koefisien determinasi, uji parsial

(Uji T), dan uji simultan (Uji F). Hasil dalam penelitian ini memperlihatkan bahwasanya variabel celebrity

endorser (X1) dan variabel brand image (X2) secara parsial (Uji T) mempunyai pengaruh positif dan

signifikan terhadap minat beli konsumen, sedangkan secara simultan (Uji F) variabel celebrity endorser (X1)

dan brand image (X2) mempunyai pengaruh positif dan signifikan terhadap minat beli konsumen (Y).

Dengan R-Square Adjusted yang dihasilkan sebanyak 55,2% dan sisanya 44,8% dipengaruhi dengan variabel

lain.

Kata Kunci : Celebrity Endorser, Brand Image, Minat Beli Konsumen, Skincare

MS Glow is one of the beauty care brands in Indonesia, which this local brand is very popular 

because it offers benefits that can brighten the skin. The company's strategy is to take advantage of 

promotions by collaborating with Celebrity Endorsers. This research was motivated by the phenomenon of 

the extremely high of MS Glow products sales which caused MS Glow consumers to burst amid intense 

competition in the cosmetics industry in Indonesia and the presence of many new cosmetic brands emerging. 

This study aims to analyze the influence of celebrity endorsers and brand image simultaneously on 

consumers' buying interest in MS Glow products. The population in this study is MS Glow consumers in East 

Java who have used MS Glow products at least three times and have witnessed celebrity endorsers 

campaigning for MS Glow products. The sampling method used is non-probability sampling and purposive 

sampling is used data collection. The data were collected using a questionnaire which a sample of 100 

respondents was taken. The type of research in this research is descriptive quantitative research using 

multiple linear regression analysis, coefficient of determination, partial test (T Test), and simultaneous test 

(Test F). The results in this study show that the celebrity endorser variable (X1) and the brand image variable 

(X2) partially (T Test) have a positive and significant influence on consumers' buying interest, while 

simultaneously (Test F) the celebrity endorser (X1) and brand image (X2) variables have a positive and 

significant influence on consumers' buying interest (Y). With R-Square Adjusted produced as much as 55.2% 

and the remaining 44.8% influenced by other variables.

Keywords : Celebrity Endorser, Brand Image, Consumer Buying Interest, Skincare