Influence Of Celebrity Endorsement Brand Image And Product Quality On Purchase Intention

Gita Rahmadani, Suliyanto Suliyanto, Weni Novandari

Abstract


Consumer buying interest is a consumer behavior where consumers have a desire to choose, use, and consume or even want something a product offered. This study aims to determine how the influence of celebrity endorsements, brand image and product quality on buying interest in Scarlett product. Data obtained by 96 respondents, in this study is multiple regression analysis using the SPSS statistics application program 23. The results of the analysis show that celebrity endorsements and brand image have a positive and significant effect on purchase intention, while product quality has no significant positive effect on buying interest.

Keywords: Celebrity Endorsement, Brand Image, Product Quality, Purchase Intention


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References


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