Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, celebrity endorsement, dan desain kemasan terhadap keputusan pembelian dengan citra merek sebagai variabel mediasi pada pengguna produk kecantikan Mother of Pearl (MOP) di Kota Banda Aceh. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei. Data diperoleh dari 180 responden pengguna produk Mother of Pearl yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa kualitas produk tidak berpengaruh langsung terhadap keputusan pembelian, namun berpengaruh terhadap citra merek. Celebrity endorsement dan desain kemasan terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, citra merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dan menjadi variabel yang paling dominan dalam model penelitian. Hasil penelitian juga menunjukkan bahwa citra merek mampu memediasi pengaruh kualitas produk, celebrity endorsement, dan desain kemasan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa citra merek memiliki peran penting dalam meningkatkan keputusan pembelian konsumen terhadap produk kecantikan Mother of Pearl. Oleh karena itu perusahaan perlu memperkuat citra merek melalui peningkatan kualitas produk, pemilihan celebrity endorsement yang tepat, serta desain kemasan yang menarik.
Kata kunci: kualitas produk, celebrity endorsement, desain kemasan, citra merek, keputusan pembelian.

This study aims to analyze the effect of product quality, celebrity endorsement, and packaging design on purchase decisions, with brand image as a mediating variable among users of Mother of Pearl (MOP) beauty products in Banda Aceh City. The research method employed is a quantitative approach using a survey design. Data were collected from 180 respondents who are users of Mother of Pearl products, selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM). The results show that product quality does not have a direct effect on purchase decisions, but it significantly influences brand image. Meanwhile, celebrity endorsement and packaging design are proven to have a positive and significant effect on purchase decisions. In addition, brand image has a positive and significant effect on purchase decisions and is the most dominant variable in the research model. The findings also indicate that brand image is able to mediate the effect of product quality, celebrity endorsement, and packaging design on purchase decisions. These findings suggest that brand image plays a crucial role in enhancing consumers’ purchase decisions for Mother of Pearl beauty products. Therefore, companies are advised to strengthen their brand image by improving product quality, selecting appropriate celebrity endorsers, and developing attractive packaging designs. Keywords: product quality, celebrity endorsement, packaging design, brand image, purchase decision.