Pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk terhadap Minat Beli Konsumen Produk Scarlett Whitening

Authors

  • Trisiska Wasitaningrum Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro Semarang
  • Handy Nur Cahya

Abstract

This study aims to determine the effect of celebrity endorser, brand image, and product quality on consumer buying interest in Scarlett Whitening products. The data collection method in this study used a questionnaire in the form of a google form filled out by respondents who were at least 17 years old, had used Scarlett products at least once, and had seen Rachel Vennya review Scarlett products. Sampling of 100 respondents. In this study using a purposive sampling method. The analysis used in this study is multiple linear regression analysis. The results of this study indicate that: (1) Celebrity endorsers have no effect on consumer buying interest in Scarlett products. (2) Brand image has a positive and significant effect on consumer buying interest in Scarlett products. (3) Product quality has no effect on consumer buying interest in Scarlett products.Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, brand image, dan kualitas produk terhadap minat beli konsumen pada produk Scarlett Whitening. Metode pengumpulan data pada penelitian ini menggunakan kuesioner dalam bentuk google form yang diisi oleh responden yang berusia minimal 17 tahun, pernah menggunakan produk Scarlett minimal 1 kali, dan pernah melihat Rachel Vennya melakukan review produk Scarlett. Pengambilan sampel sebanyak 100 responden. Dalam penelitian ini menggunakan metode purposive sampling. Analisis yang digunakan dalam penelitian ini analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa: (1) Celebrity endorser tidak berpengaruh terhadap minat beli konsumen produk Scarlett. (2) Brand image berpengaruh positif dan signifikan erhadap minat beli konsumen produk Scarlett. (3) kualitas produk tidak berpengaruh terhadap minat beli konsumen produk Scarlett.Keywords:Celebrity Endorser, Brand Image, Product Quality, Buying Interest

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Published

2022-12-30

How to Cite

Wasitaningrum, T., & Cahya, H. N. (2022). Pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk terhadap Minat Beli Konsumen Produk Scarlett Whitening. Jurnal Ekonomi Dan Bisnis, 1(1), 58–70. Retrieved from https://publikasi.dinus.ac.id/index.php/JEKOBS/article/view/7439

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Vol. 1 No. 1 (2022): Jurnal Ekonomi Dan Bisnis

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