The Effect of Celebrity Endorser and Brand Image on The Purchase Decision of Beauty Product (Brand Ms. Glow by PT. Kosmetika Global Indonesia)

PT. Kosmetika Global Indonesia is a company that produces quality beauty products and already has a Brand Image in Indonesia. The development of product sales for MS Glow is at its lowest position in the period 1-15 August 2021. In marketing its products using several ways, two of them are using Celebrity Endorser and also improve the image (Brand Image ). Female consumers are often faced with the choice of cosmetic products for beauty that are available in the market with various brands, so consumers must properly consider their decision making in making purchases of products of interest that are in accordance with the consumer's skin condition. especially for consumers who have sensitive skin conditions. Purchasing decisions for beauty products require a process by considering the factors that can affect consumers. beautiful with propaganda using MS Glow products makes consumers interested in trying these products and is supported by the brand image of the product so that consumers make decisions to buy. Therefore, this research is important to prove and analyze the effect of Celebrity Endorser and Bran Image on purchasing decisions of MS Glow products at PT. Kosmetika Global Indonesia in Denpasar city. The number of samples used were 105 MS Glow consumers with Multiple Linear Regression analysis tools. The results showed that there was a positive and significant influence simultaneously or partially Celebrity Endorser and Brand Image on the decision to purchase MS Glow products in Denpasar City.