Examining the Role of Celebrity Endorsers, Product Quality, and Brand Image in Influencing Purchase Decisions

Dhella Auliya Rashifa, Lailatul Farida

Abstract


This study aims to determine examining the role of celebrity endorsers, product quality, and brand image in influencing purchase decisions on Azarine Cosmetic X Red Velvet in Denpasar. This is a quantitative study with a descriptive approach. The population of this research includes users of Azarine Cosmetic products from four sub-districts in Denpasar City: West Denpasar, East Denpasar, North Denpasar, and South Denpasar. The sample was taken using purposive sampling technique, with a total of 175 respondents. Measurement of variable indicators was conducted using a Likert Scale (1-5), with five levels of response preference. The independent variables in this study are celebrity endorsers, product quality, and brand image, while the dependent variable is purchase decision. This research employed a field study method by distributing online questionnaires via Google Form. Data analysis was conducted using Smart-PLS 3.0 statistical software. The results of the study show that: Celebrity endorsers significant influence on purchase decisions of Azarine Cosmetic X Red Velvet. Product quality significant influences on purchase decisions of Azarine Cosmetic X Red Velvet. Brand image significant influences on purchase decisions of Azarine Cosmetic X Red Velvet.

Keywords


Celebrity endorsers; Product quality; Brand image; Purchase decisions; Azarine cosmetic

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References


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DOI: https://doi.org/10.20527/jee.v6i1.14178

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