Physical appearance is now considered a key aspect that reflects an individual's identity. Self-care has also gained more attention and often becomes a topic of discussion among Indonesian society (Syauki & Amalia Avina, 2020). In modern life, hectic activities and lifestyles frequently trigger various skin problems. Factors such as air pollution, excessive sun exposure, lack of sleep, and mental stress that causes anxiety also contribute to skin conditions (Kusuma & Mandey, 2024).

Recognizing this growing need, various skincare brands are competing to offer effective and safe solutions. One of them is the Canadian skincare brand S, which carries the slogan "Advanced Scientific Formula for Fast & Safe Beauty." The brand's core image centers on its products’ ability to repair and nourish skin layers through a ceramide-based formula. This approach has successfully helped S establish a strong brand image (Apriliani & Setyawati, 2023), thereby influencing customers' perceptions of the brand's quality and credibility (Pamungkas & Wardhani, 2024).

The success of this strategy is reflected in its sales data. According to the Compas Market Insight report, in the first quarter of 2023, brand S's skincare products recorded sales of over IDR 70 billion and became the market leader in the beauty package category in Indonesia. The latest data from Jatengonline in the third quarter of 2024 also shows that S holds 10.78% of the online facial moisturizer market share, surpassing major competitors such as brands G and

W. his achievement is certainly influenced by various factors that affect consumer purchasing decisions. In the decision-making process, consumers take into account many considerations, both internal and external. Motivation, perception, personality, and attitude are examples of internal variables, while social class, reference groups, and family are classified as external factors (Tambunan, 2021). Additionally, marketing elements such as brand image, celebrity endorsers, electronic word of mouth, and media communication also play a crucial role in shaping consumer preferences and product choices.

Brand image is the perception and belief that customers hold about a brand, reflected in their memory of it, according to Kotler & Keller (2016:315). Customers are more likely to purchase products from companies with a good reputation because they trust the quality of the products. Combined with premium ingredients and advanced technology, brand S has gained a stronger reputation and consumer trust. According to Ma’ruf et al. (2024), brand image is the impression a person has of a business, shaped by the products or services it offers, which in turn forms the brand image.

Apriliani & Setyawati (2023) found that brand image has a significant positive impact on consumers' purchasing decisions. Additionally, Arianty and Andira (2021), as well as Rangkuti et al. (2023), also concluded that customers are more likely to buy from companies with a positive reputation. On the other hand, studies by Kawilarang et al. (2022), Yunita & Indriyatni (2022), and Khusniyatud Diniyah & Herman (2021) found that brand image has a negative impact on customer purchasing decisions.

A Celebrity Endorser is an advertising supporter, also known as a brand ambassador, who promotes a product (Shimp, 2020). Celebrities such as Raline Shah and Jessica Mila have been used by brand S to compete with other brands, and this can influence customers' choices to purchase products from the brand. The study by Anas & Sudarwanto (2020) found that celebrity endorsers have a positive impact on consumer purchasing decisions. To make customers feel connected to a brand, it is important that the chosen celebrity aligns with the brand image being developed. This finding is supported by research from Rangkuti et al. (2023) and Rahmadani et al. (2023). However, research by Inggasari and Hartati (2022) found that celebrity endorsers do not influence consumer purchasing decisions, a result that is consistent with the findings of Febriani & Khairusy (2020) and D.A. Rahmawati et al. (2023).

Yulindasari (2022) found that electronic word of mouth (e-WoM) plays a significant role in purchasing decisions in the modern era. Kotler and Keller (2016) define e-WoM as both positive and negative feedback expressed by informed, trusted, and prior customers about an organization’s online offerings related to a specific product or service. On platforms such as TikTok and Shopee, brand S has a 4.9-star rating, clearly indicating customer satisfaction. Potential buyers feel more confident after seeing these high ratings.

The studies by Yulindasari (2022) and Apriliani & Setyawati (2023) found that e-WoM positively affects purchasing decisions, as it encourages others to read reviews written by satisfied customers. This is also supported by Anggraini & Hadi (2023). Contrasting findings were reported by Rahmawati et al. (2023), Dewi et al. (2023), and Rohman & Pramesti (2022), whose studies revealed that online word-of-mouth promotion can negatively impact consumer purchase decisions due to negative comments made by previous customers.

Media communication also enhances brand awareness, which can influence purchase decisions. According to Tjiptono (2014:70) as cited by Safitri et al. (2020), promotion is a key element in a marketing program’s success because it provides product information. Brand S utilizes various social media platforms, such as Instagram and TikTok. By delivering engaging content, S can increase customer engagement and strengthen brand awareness, both of which can impact consumer buying decisions.

There is a statistically significant positive correlation between media communication and purchase decisions, as shown by Safitri et al. (2020), and further supported by Ahmad et al. (2024) and Dicaprio El Moslem et al. (2023). However, research by Nur Millatina et al. (2020) found that media communication does not directly influence purchasing decisions. This result is also consistent with the studies of Bimantara (2021) and Zalsabilah et al. (2023). This research focuses on the Canadian skincare brand S, which is highly popular in Indonesia, especially among teenagers who are the subject of this study. Many previous studies have examined the influence of brand image, celebrity endorsers, electronic word of mouth, and media communication on consumer purchase decisions. However, this study combines all four variables specifically for brand S, targeting the community in Kembaran subdistrict, Banyumas regency. The study contributes to the development of marketing strategies in the

skincare industry, particularly in Indonesia. It helps identify which variables are most effective in influencing customer purchase decisions by examining the combined impact of the four variables.

This study is quantitative and descriptive in nature. The population of this study consists of 83,955 residents in Kembaran subdistrict. To obtain the sample, a purposive sampling method was applied using the Slovin formula with a 10% margin of error. The minimum sample size for this study is 100 respondents, specifically residents of Kembaran subdistrict who have purchased and used skincare products from brand S. Data were collected through a questionnaire using a 5-point Likert scale, resulting in 112 respondents. The research instrument was tested using validity and reliability tests. Classical assumption tests including heteroscedasticity, multicollinearity, and normality were applied in this study. Furthermore, multiple linear regression analysis, F-test, and T-test were used to examine the relationship between independent variables and the dependent variable in this research.

In this study, 35.78% of respondents were aged 15–20 years, 60.55% were aged 21–25 years, and 3.67% were aged 26–30 years. Of the respondents, 86.24% were female and 13.76% were malei.

The multicollinearity test indicates a strong correlation between independent variables if the tolerance value is below 0.10 or the Variance Inflation Factor (VIF) exceeds 10 (Ghozali, 2018). Multicollinearity is considered absent if the tolerance value is greater than 0.1 and the VIF is less than or equal to 10, while its presence is detected if the tolerance is below 0.1 and the VIF is greater than or equal to 10. The multicollinearity test results using IBM SPSS version 25 are presented in Table 3.

Table 3. Multicollinearity Test

In Table 3, the tolerance value for brand image is 0.336 with a VIF of 2.975; for celebrity endorser, the tolerance is 0.324 and VIF is 3.082; for electronic word of mouth, the tolerance is 0.277 and VIF is 3.610; and for media communication, the tolerance is 0.449 and VIF is 2.227. These values indicate that none of the four variables exhibit multicollinearity.

Heteroscedasticity Test

The heteroscedasticity test identifies whether there is variance inconsistency across different periods of observation. If the probability value exceeds 0.05, the model is considered free from heteroscedasticity (Ghozali, 2018). Based on Table 3, the significance values are as follows: brand image (X1)

= 0.812, celebrity endorser (X2) = 0.402, electronic word of mouth (X3) = 0.815, and media communication (X4) = 0.198. Since all values are greater than 0.05, it can be concluded that heteroscedasticity is not present in any of the variables.

F-Test

The F-test is used to determine whether all independent variables jointly influence the dependent variable (Ghozali, 2018:98). If the calculated F-value exceeds the F-table value, it means the independent variables significantly affect the dependent variable. If not, they are considered to have no collective impact.

The test results show an F significance value of 0.000, which is less than 0.05, and an F-value of 28.081, which exceeds the F-table value of 2.47. This means that brand image, celebrity endorser, electronic word of mouth, and media communication together have a significant positive effect on purchase decisions.

According to Ghozali (2018:97), the coefficient of determination (R²) measures how well the model explains the variation in the dependent variable. Based on the test results, the independent variables account for 50.1% of the variation in purchase decisions, while the remaining 49.9% is influenced by other factors not included in the study. Brands must evaluate the factors influencing purchase decisions if they aim to optimize their product sales in line with expectations.

A multiple linear regression model was used to predict the dependent variable and assess the impact of the independent variables: Brand Image (X1), Celebrity Endorser (X2), Electronic Word of Mouth (X3), and Media Communication (X4) on Purchase Decision (Y). The results of the multiple regression test are presented in Table 7:

Table 7. Results of Multiple Linear Regression Analysis

The multiple linear regression equation derived is:

Y = a +b1X1 + b2X2 + b3X3 + b4X4

Y = 0,297 + 0,421X1 + 0,558X2 + 0,113X3 - 0,194X4

The regression test results indicate that if all independent variables are valued at zero, the purchase decision value is 0.297. The brand image variable (X1) has a positive influence of 0.421, meaning each increase in brand image will raise the purchase decision by 0.421. The celebrity endorser variable (X2) also has a positive effect—the largest—at 0.558. The electronic word of mouth variable (X3) shows a positive influence of 0.113. Meanwhile, the media communication variable (X4) has a negative influence of -0.194, meaning that an increase in media communication may reduce purchase decisions. Therefore, brand image, celebrity endorser, and electronic word of mouth are influential factors in purchase decisions, whereas media communication has an opposite effect.

variable on the dependent variable (Ghozali, 2018:99).

The first hypothesis (H1) is accepted. Brand image (X1) has a positive and significant effect on purchase decision (Y), as shown by the t-value in Table 7.

The second hypothesis (H2) is also accepted. The celebrity endorser variable (X2) has a significant and positive impact on purchase decision (Y).

The third hypothesis (H3) is not supported. The results show that e-WoM (X3) has no significant effect—and even a negative trend—on purchase decisions (Y), leading to the rejection of H3.

Media communication (X4) is found not to affect purchase decisions (Y), hence the fourth hypothesis (H4) is rejected.

Several conclusions are drawn from this study. Brand Image (X1) has a positive and significant effect on the purchase decision of brand S products, thus hypothesis H1 is accepted. Celebrity Endorser (X2) also has a positive and significant impact on purchase decisions, so hypothesis H2 is accepted. However, Electronic Word of Mouth (X3) shows a negative and significant effect on purchase decisions, leading to the rejection of hypothesis H3. The same applies to Media Communication (X4), which has a negative and significant impact on the purchase decision of brand S products, resulting in the rejection of hypothesis H4. This study aims to contribute to the existing knowledge in skincare marketing, particularly in Indonesia, by examining the effects of four variables: brand image, celebrity endorser, electronic word of mouth, and media communication. These findings are intended to be used as strategic factors in developing more effective marketing plans and attracting customers.

This study aims to expand the existing knowledge in skincare marketing, particularly in the Indonesian context. The findings are intended to be used as key factors in developing more successful marketing strategies and attracting customers. However, a limitation of this study lies in its narrow scope, as it only examines the community in Kembaran Subdistrict. The author concludes that future research is needed to broaden the study's coverage and include additional variables not examined in this research—representing the remaining 49.9% such as brand trust, beauty vloggers, flash sales, live shopping, and other relevant aspects.