Pengaruh Celebrity Endorser, Kualitas Produk Dan Harga Terhadap Minat Beli Scarlett Whitening

Ashidiq, Novia Wardaningrum Isti Rahmawati and , Imronudin, S.E., M.Si., Ph.D (2022) Pengaruh Celebrity Endorser, Kualitas Produk Dan Harga Terhadap Minat Beli Scarlett Whitening. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study was conducted to determine the effect of celebrity endorser, product quality, and price on buying interest in Scarlett Whitening. Sample selection was done by purposive sampling method. The number of samples used in this study amounted to 95 respondents. The data analysis technique used is the smartPLS software with the evaluation of the outer model and the inner model. The eksogen variable used in this study is celebrity endorser, product quality and price, and the endogen variable is purchase intention. The results of this study indicate that the celebrity endorser variable, product quality and price have a positive and significant effect on buying interest in Scarlett Whitening.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Celebrity endorser, product quality, price, buying interest.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NOVIA WARDANINGRUM ISTI RAHMAWATI ASHIDI
Date Deposited:	18 May 2022 03:41
Last Modified:	18 May 2022 03:41
URI:	http://eprints.ums.ac.id/id/eprint/99892

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