Pengaruh Celebrity Endorse, Live Shopping, dan Brand Trust terhadap Keputusan Pembelian Produk Skincare Whitelab di Tiktok Shop

Abstract

This study aims to analyze the influence of celebrity endorsements, live shopping, and brand trust on purchasing decisions for Whitelab skincare products on TikTok. This study used a quantitative approach with a survey of 180 Surabaya university students who actively use TikTok and have purchased Whitelab skincare products through live shopping or the TikTok store.The results of the study indicate that celebrity endorsement, live shopping, and brand trust each have a positive and significant influence on purchasing decisions. The adjusted R-square value of 0.582 indicates that 58.2% of the variance in purchasing decisions can be explained by these three variables independens, while the remainder is influenced by other factors outside the research model.