The Influence Of Product Quality And Celebrity Endorsement On Consumer Purchase Intentions For Scarlett Skincare Products In Bengkulu City
Year: 2024
Type: article
Study design: Observational Study
Abstract: The purpose of this research is to determine the influence of product quality and celebrity endorsements on consumer purchase interest in Scarlett skincare products in Bengkulu City. The sample in the study consisted of 100 respondents, data collection was carried out using a questionnaire, and the analysis method used was quantitative. The results of the regression analysis show Y = 2.182 + 0.028X1 + 0.010X2 + e.The t-test results obtained a significance value for the product quality variable (X1) of 0.000 < 0.05, meaning the product quality variable has an influence on the purchase intention variable. The t-test results obtained a significance value for the celebrity endorsement variable (X2) of 0.003 < 0.05, meaning the celebrity endorsement variable has an influence on the purchase intention variable. And from the f-test results, a significant f value of 0.000 < 0.05 was obtained, meaning that the product quality and celebrity endorsement variables simultaneously have an influence on the purchase intention of Scarlett
Source: Jurnal Fokus Manajemen
Authors: Made Tiara Devi, Siti Hanila, Yudi Irawan Abi
Institution: Universitas Dehasen Bengkulu
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407094087