The Influence of Celebrity Endorsers and Product Knowledge on Purchase Decision for MS. Glow Skincare Product with Brand Image as an Intervening Variable

Siregar; Endang Satriani; Ginting; Paham; Sembiring; Beby Karina Fawzeea

Proceeding. of The International Conference on Business and Economics

Universitas 17 Agustus 1945 (UNTAG) Semarang

📄 Abstract

The purpose of this research is to determine the influence of celebrity endorsers and product knowledge on purchase decisions in MS. Glow Skincare Product with brand image as an intervening variable. Researchers collected research data with questionnaires which were distributed to consumers who bought MS. Glow Skincare Products. The research results based on the partial test (t Test) found that: a) there is a significant influence of celebrity endorsers on brand image, b) there is a significant influence of product knowledge on brand image, c) there is no significant influence of celebrity endorsers on purchase decisions, d) there is an influence significant product knowledge on purchase decisions, e) there is no significant influence of brand image on purchase decisions, f) brand image cannot mediate the influence of celebrity endorsers on purchase decisions g) brand image cannot mediate the influence of product knowledge on purchase decisions.

🔖 Keywords

#Celebrity Endorser; Product Knowledge; Purchase Decision; Brand Image

ℹ️ Informasi Publikasi

Tanggal Publikasi

22 November 2024

Volume / Nomor / Tahun

Volume 2, Nomor 2, Tahun 2024

📝 HOW TO CITE

Siregar, Endang Satriani; Ginting, Paham; Sembiring, Beby Karina Fawzeea, "The Influence of Celebrity Endorsers and Product Knowledge on Purchase Decision for MS. Glow Skincare Product with Brand Image as an Intervening Variable," Proceeding. of The International Conference on Business and Economics, vol. 2, no. 2, Nov. 2024.

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