Work

Pengaruh Celebrity Endorser, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Produk Sunscreen Azarine di Yogyakarta

Year: 2024

Type: article

Abstract: This study aimed to analyse the effect of celebrity endorsers, product quality, and price on purchasing decisions for Azarine sunscreen products in Yogyakarta. This research is quantitative research, the sample in this study were consumers who live in Yogyakarta and have purchased Azarine sunscreen with respondents aged 17 years and over. With purposive sampling technique, the sample in this study amounted to 120. The analysis method used in this research is multiple linear analysis. The results of this study indicate that (1) celebrity endorsers have a positive and significant effect on purchasing decisions, (2) product quality has an insignificant effect on purchasing decisions, (3) price has a positive and significant effect on purchasing decisions.

Source: Cakrawangsa Bisnis Jurnal Ilmiah Mahasiswa

DOI: 10.35917/cb.v5i2.521

Authors: Romlah Romlah, Eka Sudarusman

Institution: Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4406036396

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