Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser, Kualitas Produk, dan Brand Image terhadap Keputusan Pembelian Facial Wash Pond’s. Penelitian ini menggunakan metode deskriptif dengan pendekatan kuantitatif. Teknik pengumpulan data menggunakan kuesioner yang disebarkan kepada responden yang terdiri dari konsumen Facial Wash Pond’s di Kecamatan Talaga, Sampel penelitian ini diambil dengan menggunakan metode purposive sampling, jumlah responden yang berpartisipasi dalam penelitian ini sebanyak 160 orang. Analisis data menggunakan analisis deskriptif, uji asumsi klasik, analisis regresi linear berganda, koefisien determinasi, dan pengujian hipotesis menggunakan program SPSS 26. Hasil penelitian menunjukan bahwa: 1) Celebrity Endorser, Kualitas Produk dan Brand Image secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian Facial Wash Pond’s. 2) Celebrity Endorser berpengaruh positif dan signifikan terhadap Keputusan Pembelian Facial Wash Pond’s. 3) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Facial Wash Pond’s. 4) Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian Facial Wash Pond’s.

Kata Kunci : Celebrity Endorser, Kualitas Produk, Brand Image dan Keputusan Pembelian

This study aims to determine the effect of Celebrity Endorser, Product Quality, and Brand Image on Purchasing Decisions for Pond's Facial Wash. This study uses a descriptive method with a quantitative approach. The data collection technique uses a questionnaire distributed to respondents consisting of consumers of Pond's Facial Wash in Talaga District. The sample of this study was taken using the purposive sampling method, the number of respondents who participated in this study was 160 people. Data analysis uses descriptive analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing using the SPSS 26 program. The results of the study show that: 1) Celebrity Endorser, Product Quality and Brand Image simultaneously have a positive and significant effect on Purchasing Decisions for Pond's Facial Wash. 2) Celebrity Endorser has a positive and significant effect on Purchasing Decisions for Pond's Facial Wash. 3) Product Quality has a positive and significant effect on Purchasing Decisions for Pond's Facial Wash. 4) Brand Image has a positive and significant effect on Purchasing Decisions for Pond's Facial Wash.
Keywords: Celebrity Endorser, Product Quality, Brand Image and Purchasing Decision