The Influence of Brand Awareness, Perceived Quality, Celebrity Endorsement and Brand Equity on Buying Interest in Somethinc Skincare Product

The purpose of this research is to determine the influence of brand awareness, perceived quality, celebrity endorsement, and brand equity on purchasing decisions for Somethinc skincare products. Using quantitative research with hypothesis testing, this research involved a sample of 160 respondents who used Somethinc skincare products in the city of Surabaya. The analytical methods used include multiple linear regression analysis, coefficient of determination (R2), correlation and determination coefficient, t test, F test, and classical assumption test using WarpPLS 7.0 software. Primary data for research was obtained through questionnaires. This research confirms that brand awareness, perceived quality and celebrity endorsement have a significant influence on the brand equity of Somethinc skincare products. Apart from that, brand equity also has a fairly large role in influencing purchase intention for Somethinc skincare products. However, perceived quality does not have a significant influence on purchase intention for Somethinc skincare products.