Work

Pengaruh Brand Image dan Celebrity Endorser Terhadap Keputusan Pembelian Skincare Skintific dengan Minat Beli Sebagai Variabel Intervening

Year: 2025

Type: article

Abstract: This study aims to analyze the influence of brand image and celebrity endorsers on the purchase decision of Skintific skincare, with purchase intention as an intervening variable. The research employs a quantitative approach, collecting data through questionnaires using a five-point Likert scale. Data were analyzed using SEM-PLS with SmartPLS 3.0 software. The respondents consisted of 115 students from Universitas Muhammadiyah Surakarta who have used or purchased Skintific products. The results show that brand image has a positive and significant effect on purchase decisions, with purchase intention as an intervening variable, while celebrity endorsers have a positive but not significant effect on purchase decisions, with purchase intention as an intervening variable.

Source: El-Mal Jurnal Kajian Ekonomi & Bisnis Islam

DOI: 10.47467/elmal.v6i2.6970

Authors: Cika Yanuari, Edy Purwo Saputro

Institution: Muhammadiyah University of Surakarta

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4407102273

FWCI:

Cites:

Cited by:

Related to: 10