Implications for Scarlett Whitening

Oct 13, 2025 by talynt.org 11 views

The Influence of Prices, Product Quality, and Celebrity Endorser on the Purchasing Decision of Scarlett Whitening Products in Medan City

Introduction

Beauty products have become an essential need for most people, serving to enhance their appearance and treat various skin and body issues. This growing demand has led to the expansion of the cosmetics industry in Indonesia, with local brands like Scarlett Whitening gaining popularity in various regions, including Medan. This study aims to investigate the impact of prices, product quality, and celebrity endorsers on the purchasing decision of Scarlett Whitening products among consumers in Medan.

Background of the Study

The cosmetics industry in Indonesia has experienced significant growth in recent years, driven by the increasing demand for beauty products. Scarlett Whitening, a local beauty brand, has been successful in capturing a substantial market share in various regions, including Medan. The brand's popularity can be attributed to its effective marketing strategy, which combines competitive prices, high-quality products, and celebrity endorsements. However, the effectiveness of this strategy in influencing purchasing decisions among consumers in Medan remains unclear.

Research Methodology

This study employed a quantitative approach, using a multiple linear regression analysis technique to examine the relationship between prices, product quality, celebrity endorsers, and the purchasing decision of Scarlett Whitening products among consumers in Medan. A total of 97 respondents were selected using a purposive sampling technique, with data collected through questionnaires and Google Form.

Results

The results of this study revealed that simultaneously, prices, product quality, and celebrity endorsers have a positive and significant influence on the purchasing decision of Scarlett Whitening products among consumers in Medan. Partially, these three factors also have a positive and significant influence on purchasing decisions.

Discussion

The findings of this study suggest that consumers in Medan consider prices, product quality, and celebrity endorsers as important factors in determining their purchasing decisions. Affordable prices, good product quality, and endorsement by celebrities idolized are essential factors that encourage purchases. This implies that the Scarlett Whitening marketing strategy, which combines competitive prices, maintained product quality, and celebrity endorsement, has been successful in attracting consumers.

Implications for Scarlett Whitening

This study has several implications for Scarlett Whitening. Firstly, the company needs to maintain its marketing strategy, which has been running successfully, and continue to improve the quality of its products. Secondly, the selection of endorser celebrities must be done carefully, taking into account the popularity and suitability of the target market. By understanding the factors that influence purchasing decisions, Scarlett Whitening can continue to improve its marketing strategy and maintain its dominant position in the beauty industry in Indonesia.

Conclusion

In conclusion, this study has provided valuable insights into the factors that influence the purchasing decision of Scarlett Whitening products among consumers in Medan. The findings suggest that prices, product quality, and celebrity endorsers are essential factors that encourage purchases. This study has implications for Scarlett Whitening, highlighting the need to maintain its marketing strategy and continue to improve the quality of its products. By understanding the factors that influence purchasing decisions, Scarlett Whitening can continue to dominate the beauty industry in Indonesia.

Recommendations

Based on the findings of this study, the following recommendations are made:

Scarlett Whitening should continue to maintain its marketing strategy, which combines competitive prices, maintained product quality, and celebrity endorsement.
The company should carefully select endorser celebrities, taking into account the popularity and suitability of the target market.
Scarlett Whitening should continue to improve the quality of its products to meet the increasing demand for beauty products in Indonesia.
The company should conduct regular market research to understand the changing needs and preferences of its target market.

Limitations of the Study

This study has several limitations, including:

The study was conducted in Medan City, and the findings may not be generalizable to other regions.
The study used a purposive sampling technique, which may not be representative of the entire population of Scarlett Whitening consumers in Medan.
The study only examined the influence of prices, product quality, and celebrity endorsers on the purchasing decision of Scarlett Whitening products, and did not consider other factors that may influence purchasing decisions.

Future Research Directions

Future research should aim to investigate the following:

The influence of social media on the purchasing decision of Scarlett Whitening products among consumers in Medan.
The impact of product packaging and labeling on the purchasing decision of Scarlett Whitening products among consumers in Medan.
The role of word-of-mouth marketing in influencing the purchasing decision of Scarlett Whitening products among consumers in Medan.

References

[List of references cited in the study]

Appendices

[Appendices, including questionnaires, Google Form, and other supporting materials]
Frequently Asked Questions (FAQs) about the Influence of Prices, Product Quality, and Celebrity Endorser on the Purchasing Decision of Scarlett Whitening Products in Medan City

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the influence of prices, product quality, and celebrity endorsers on the purchasing decision of Scarlett Whitening products among consumers in Medan City.

Q: What is the population of this study?

A: The population of this study is a Scarlett Whitening consumer in Medan who uses its products at least twice.

Q: What is the sampling technique used in this study?

A: The sampling technique used in this study is purposive sampling.

Q: How many respondents were selected for this study?

A: A total of 97 respondents were selected for this study.

Q: What is the data collection method used in this study?

A: The data collection method used in this study is questionnaires and Google Form.

Q: What is the analysis technique used in this study?

A: The analysis technique used in this study is multiple linear regression.

Q: What are the findings of this study?

A: The findings of this study reveal that simultaneously, prices, product quality, and celebrity endorsers have a positive and significant influence on the purchasing decision of Scarlett Whitening products among consumers in Medan. Partially, these three factors also have a positive and significant influence on purchasing decisions.

Q: What are the implications of this study for Scarlett Whitening?

A: The implications of this study for Scarlett Whitening are that the company needs to maintain its marketing strategy, which has been running successfully, and continue to improve the quality of its products. The selection of endorser celebrities must also be done carefully, taking into account the popularity and suitability of the target market.

Q: What are the limitations of this study?

A: The limitations of this study are that it was conducted in Medan City, and the findings may not be generalizable to other regions. The study used a purposive sampling technique, which may not be representative of the entire population of Scarlett Whitening consumers in Medan. The study only examined the influence of prices, product quality, and celebrity endorsers on the purchasing decision of Scarlett Whitening products, and did not consider other factors that may influence purchasing decisions.

Q: What are the future research directions?

A: Future research should aim to investigate the influence of social media on the purchasing decision of Scarlett Whitening products among consumers in Medan. The impact of product packaging and labeling on the purchasing decision of Scarlett Whitening products among consumers in Medan should also be examined. Additionally, the role of word-of-mouth marketing in influencing the purchasing decision of Scarlett Whitening products among consumers in Medan should be investigated.

Q: What are the recommendations for Scarlett Whitening?

A: The recommendations for Scarlett Whitening are that the company should continue to maintain its marketing strategy, which combines competitive prices, maintained product quality, and celebrity endorsement. The selection of endorser celebrities should be done carefully, taking into account the popularity and suitability of the target market. Scarlett Whitening should also continue to improve the quality of its products to meet the increasing demand for beauty products in Indonesia.

Q: What are the benefits of this study?

A: The benefits of this study are that it provides valuable insights into the factors that influence the purchasing decision of Scarlett Whitening products among consumers in Medan. The study also highlights the importance of maintaining a successful marketing strategy and improving product quality to meet the changing needs and preferences of the target market.

Q: What are the contributions of this study?

A: The contributions of this study are that it contributes to the existing body of knowledge on the factors that influence purchasing decisions in the beauty industry. The study also provides practical recommendations for Scarlett Whitening to improve its marketing strategy and product quality.

Q: What are the future implications of this study?

A: The future implications of this study are that it has the potential to inform the development of marketing strategies for other beauty companies in Indonesia. The study also highlights the importance of continuous market research and product improvement to meet the changing needs and preferences of the target market.