Pengaruh Celebrity Endorser, Brand Image, Persepsi Harga Dan Electronic Word Of Mouth Terhadap Minat Beli Konsumen Produk Scarlett Whitening Di Kota Banjarnegara

Authors

  • Naila Malikhah Rofi'ul Muna University of Wijayakusma Purwokerto
  • Andhi Johan Suzana Universitas Wijayakusuma Purwokerto
  • Cahyaningtyas Ria Uripi Universitas Wijayakusuma Purwokerto
  • Akbar Pahlevi FEB Unwiku Purwokerto

Keywords:

Celebrity Endorser, Brand Image, Price Perception, Electronic Word of Mouth, Purchase Intention

Abstract

This research aims to determine the significance of the influence of celebrity endorsers, brand image, price perception and electronic word of mouth on purchasing interest. The population of this research is all consumers who are interested in buying Scarlett Whitening products in Banjarnegara, the exact number of which is not yet known. The number of samples used in this research was 100 respondents and the sampling technique used was a non-probability sampling method with accidental sampling technique. The research results show that celebrity endorsers, brand image, price perception, and electronic word of mouth have a positive and significant effect on consumer buying interest in Scarlett Whitening products in Banjarnegara City.

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Published

2024-06-18

How to Cite

Malikhah Rofi’ul Muna, N. ., Johan Suzana, A., Ria Uripi, C. ., & Pahlevi, A. . (2024). Pengaruh Celebrity Endorser, Brand Image, Persepsi Harga Dan Electronic Word Of Mouth Terhadap Minat Beli Konsumen Produk Scarlett Whitening Di Kota Banjarnegara. Majalah Imiah Manajemen Dan Bisnis, 21(1), 214 - 224. Retrieved from http://mimb.unwiku.ac.id/index.php/mimb/article/view/345