The purpose of this research is to analyze the influence of celebrity endorsement,
viral marketing, brand image and product quality variables on purchasing
decisions for Skintific products. This type of research uses quantitative research.
The population in this study were students of UMP, UNSOED and UIN SAIZU with
a population of 54,684. The sample in this study were students who used Skintific
products and made purchases at least twice. Sampling in this research used
purposive sampling. Based on the criteria, the sample size was 100 respondents
from UMP, UNSOED and UIN SAIZU students. Data analysis techniques used
include validity test, reliability test, classic assumption test, multiple linear
regression analysis test, coefficient of determination test, F test and t test. The
research results show that celebrity endorsements not have a significant effect on
purchasing decisions, viral marketing not have a significant effect on purchasing
decisions, brand image has a positive and significant effect on purchasing
decisions, product quality has a positive and significant effect on purchasing
decisions.