THE INFLUENCE OF CELEBRITY ENDORSERS, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASE INTENTION ON MS GLOW PRODUCTS IN MALANG CITY (Case Study on Ms Glow Consumers in Malang City)
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Sep 26, 2024
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Abstract
This study aims to determine the effect of celebrity endorsers, product quality and brand image on consumer buying interest in MS Glow products in Malang City. In this study, using quantitative descriptive research types and approaches. This research was conducted on MS Glow consumers in Malang City. The sample used was 180 respondents. Data analysis using descriptive statistics, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results showed that celebrity endorsers had a partial effect on buying interest in MS Glow products in Malang city. product quality has a partial effect on buying interest in MS Glow products in Malang City. brand image has a partial effect on buying interest in MS Glow products in Malang City. Then celebrity endorsers, product quality, and brand image simultaneously affect the purchase intention of MS Glow products in Malang.
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SALSABILA, Rona; RAHAYU, Yayuk Sri.
THE INFLUENCE OF CELEBRITY ENDORSERS, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASE INTENTION ON MS GLOW PRODUCTS IN MALANG CITY.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 10, n. 1, p. 997-1004, sep. 2024.
ISSN 2541-3333.
Available at: <http://conferences.uin-malang.ac.id/index.php/iconies/article/view/2858>. Date accessed: 26 mar. 2025.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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Sherly, N., Amarul, A., & Supriatna, Y. (2022). Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorser Terhadap Minat Beli Produk MS Glow. Jurnal Inovasi Dan Kreativitas (JIKa), 2(2), 57–63.
Sulaiman, A., Udayana, I. B. N., & Maharani, B. D. (2022). Analisis pengaruh citra merek, kelayakan harga dan kualitas produk terhadap minat beli konsumen. Jurnal Manajemen, 14(2), 327–335.
Tambunan, S. A., & Parhusip, A. A. (2023). Pengaruh brand image dan celebrity endorser terhadap minat beli produk skincare Ms Glow. Co-Creation: Jurnal Ilmiah Ekonomi Manajemen Akuntansi Dan Bisnis, 1(4), 150–158.
Till, B. D., & Shimp, T. A. (1998). Endorsers in Advertising: The Case of Negative Celebrity Information. Journal of Advertising, 27(1), 67–82. https://doi.org/10.1080/00913367.1998.10673543
Tjiptono, F. (2005). Brand management & strategy. Yogyakarta: Andi.
Awalya, S. S., Winarso, W., & Anas, H. (2023). Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Minat Beli Produk Sunscreen “Merek Azarine” (Pada Generasi Z Bekasi). Jurnal Economina, 2(10), 2704–2721. https://doi.org/10.55681/economina.v2i10.895
Elango, S., & Suryakumar, M. (2022). Entrepreneurial celebrity endorsement and its influences on purchase behaviour. International Journal of System Assurance Engineering and Management. https://doi.org/10.1007/s13198-022-01734-x
Ernawati, D. (2019). Pengaruh kualitas produk, inovasi produk dan promosi terhadap keputusan pembelian produk Hi Jack sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17–32.
Fatmalawati, D. S., & Andriana, A. N. (2021). Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Minat Pembelian Ulang Kosmetik Pt. Paragon Technology and Innovation. JMB: Jurnal Manajemen Dan Bisnis, 10(1).
Fauziah, N., & Mubarok, D. A. A. (2019). Pengaruh Citra Merek Terhadap Minat Beli: Studi Pada Produk Kecantikan. Image: Jurnal Riset Manajemen, 8(1), 37–44.
Fiola Fiorentiana, Dewi Andriani, & Misti Hariasih. (2023). Endorser Selebriti, Pemasaran dari Mulut ke Mulut Secara Elektronik, dan Persepsi Kualitas terhadap Minat Beli Scarlett Whitening. Kompak :Jurnal Ilmiah Komputerisasi Akuntansi, 16(2), 349–469. https://doi.org/10.51903/kompak.v16i2.1319
Hidayah, S. A., & Apriliani, R. A. E. P. (2019). Analisis Pengaruh Brand Image, Harga, Kualitas Produk, Dan Daya Tarik Promosi Terhadap Minat Beli Ulang Konsumen Batik Pekalongan (Studi Pada Pasar Grosir Setono Batik Pekalongan). Journal of Economic, Business and Engineering (JEBE), 1(1), 24–31.
Kurniawati, L. M. (2019). Effect Of Product Quality And Brand Equity On Buying Interest. Journal of Digital Marketing and Halal Industry, 1(1), 75–82. https://doi.org/10.21580/jdmhi.2019.1.1.4369
Kotler, P. and Keller, Kevin L. (2016). Marketing Management, 15th Edition. New Jersey: Pearson Pretice Hall, Inc
Lestari, Y., & Hayuningtias, K. A. (2023). Pengaruh Kualitas Produk , Citra Merek Dan Celebrity Endorser Terhadap Minat Beli (Studi kasus pada pengguna produk wardah kosmetik di Kota Kendal). Jurnal Media Wahana Ekonomika, 20(2), 421–432. https://doi.org/10.31851/jmwe.v20i2.12734
Mahendra, H. A. I., & Putri, K. A. S. (2022). Peran Endorser Selebriti, Citra Merek, Dan Kepercayaan Merek Terhadap Keputusan Pembelian Produk Pakaian Erigo (Studi Pada Mahasiswa Di Kota Malang). Journal of Business & Applied Management, 15(1), 19–34.
MAHENDRA, R. R. (2021). Pengaruh Kualitas Produk, Online Marketing, Electronic Word Of Mouth, Dan Harga Terhadap Minat Beli Produk Fellas. Co. Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 6(3), 255–264.
Pertiwi, A. D., & Fahmi, S. (2022). Pengaruh Harga, Promosi Digital Dan Citra Merek Terhadap Minat Beli Konsumen Pada Produk Fashion Di Marketplace. Jemba: Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4), 625–634.
Pratiwi, N. D., Wahab, Z., Andriana, I., Adam, M., & Widiyanti, M. (2021). The Influence of Celebrity Endorsers and Product Reviews on Shopataleen Consumers’ Buying Interests Through Shopee in Palembang. International Journal of Life Sciences and Earth Sciences, 4(1), 19–29. https://doi.org/10.31295/ijle.v4n1.1711
Romdhoni, A. H., Sumadi, S., & Firdaus, T. A. (2022). Pengaruh Celebrity Endorser, Label Halal dan Kualitas Terhadap Minat Beli Konsumen Produk Pasta Gigi Halal Sasha Siwak di Surakarta. Jurnal Ilmiah Ekonomi Islam, 8(2), 2261. https://doi.org/10.29040/jiei.v8i2.5556
Sari, Y. R., Harliyani, S., & Sanjaya, V. F. (2022). Pengaruh Harga, Brand Image, Dan Celebrity Endorser Enzy Storia Terhadap Minat Beli Produk Erigo. Business and Enterpreneurship Journal (BEJ), 3(1).
Sherly, N., Amarul, A., & Supriatna, Y. (2022). Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorser Terhadap Minat Beli Produk MS Glow. Jurnal Inovasi Dan Kreativitas (JIKa), 2(2), 57–63.
Sulaiman, A., Udayana, I. B. N., & Maharani, B. D. (2022). Analisis pengaruh citra merek, kelayakan harga dan kualitas produk terhadap minat beli konsumen. Jurnal Manajemen, 14(2), 327–335.
Tambunan, S. A., & Parhusip, A. A. (2023). Pengaruh brand image dan celebrity endorser terhadap minat beli produk skincare Ms Glow. Co-Creation: Jurnal Ilmiah Ekonomi Manajemen Akuntansi Dan Bisnis, 1(4), 150–158.
Till, B. D., & Shimp, T. A. (1998). Endorsers in Advertising: The Case of Negative Celebrity Information. Journal of Advertising, 27(1), 67–82. https://doi.org/10.1080/00913367.1998.10673543
Tjiptono, F. (2005). Brand management & strategy. Yogyakarta: Andi.