The Influence of Lifestyle, Celebrity Endorser, and Product Quality on Purchase Decision of Scarlett Whitening Products Among Generation Z in Jombang

Aili Shochifah, Rindi (2025) The Influence of Lifestyle, Celebrity Endorser, and Product Quality on Purchase Decision of Scarlett Whitening Products Among Generation Z in Jombang. Other thesis, Universitas Darul Ulum.

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Abstract

This study analyzes the influence of lifestyle, celebrity endorsers, and product quality on
purchasing decisions for Scarlett Whitening for Generation Z in Jombang Regency. With a
quantitative approach, data was collected from 97 respondents through questionnaires and
analyzed using multiple linear regression. The results showed that lifestyle has a positive
and significant effect on purchasing decisions, celebrity endorsers have a positive and
significant effect on purchase decisions and product quality has a positive and significant
effect on purchase decisions, with product quality as the dominant factor. Together,
lifestyle variables, celebrity endorsers and product quality have a positive and significant
effect on purchasing decisions. These three variables contribute 64.7% to consumer
purchasing decisions.

Item Type: Thesis (Other)
Uncontrolled Keywords: Lifestyle, Celebrity Endorser, Product Quality and Purchase Decision.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Rindi Aili Shochifah8
Date Deposited: 10 Sep 2025 03:11
Last Modified: 10 Sep 2025 03:11
URI: http://repository.undar.ac.id/id/eprint/1393

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