Record Details

Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorser Terhadap Minat Beli Pada Produk Scarlett Whitening (studi kasus pada mahasiswa FEB UNISMA angkatan 2018-2021)

Jurnal Ilmiah Riset Manajemen

View Archive Info
 
 
Field Value
 
Title Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorser Terhadap Minat Beli Pada Produk Scarlett Whitening (studi kasus pada mahasiswa FEB UNISMA angkatan 2018-2021)
 
Creator Zulfiana, Fariska Ayu
Hidayati, Nur
Athia, Ita
 
Description Abstract  This study aims to determine the effect of product quality, brand image, and celebrity endorser on buying interest in the Scarlett Whitening product, a case study of FEB UNISMA students class 2018-2021. the population in this study were students of FEB UNISMA. This research includes explanatory research with a quantitative approach. The sampling used was purposive sampling, with a total sample of 97 respondents. data collection techniques using questionnaires via google from. The population in this study was FEB UNISMA students class 2018-2021. the results of this study product quality and brand image partially affect buying interest, but for the celebrity endorser variable it has no effect on buying interest because consumers have been familiar with Scarlett Whitening products before the celebrity endorser. Keywords: product quality, brand image, celebrity endorser, and buying interest
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2022-02-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/15231
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 11 No. 05 Februari 2022
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/15231/11381
 
Rights Copyright (c) 2022 Jurnal Ilmiah Riset Manajemen