Urgensi Selebriti Endorser, Harga dan Kualitas Produk dalam Keputusan Pembelian Scarlett Body Whitening

  • Agus Purnomo Sidi Institut Teknologi dan Bisnis Asia Malang
Keywords: Selebriti Endorser, harga, kualitas produk, keputusan pembelian, Scarlett Body Whitening

Abstract

Abstract: The main purpose of the study was to determine the urgency of using celebrity endorsers to purchase Scarlett Body Whitening without compromising the price and product quality factors. The study was conducted on buyers of Scarlett products in East Java using a questionnaire research instrument which was distributed to buyers of Scarlett Body Whitening. The results of the questionnaire distribution, processed using the SPSS application, the researchers found that the use of celebrity endorsers had an influence on purchasing decisions but not as significant as product quality and price.

 

 

Abstrak: Tujuan utama dari penelitian adalah untuk mengetahui urgensi dari penggunaan selebriti endorser terhadap pembelian Scarlett Body Whitening tanpa mengesampingkan faktor harga dan kualitas produk. Penelitian dilakukan kepada pembeli produk Scarlett di wilayah Jawa Timur dengan menggunakan instrumen penelitian kuesioner yang dibagikan kepada pembeli Scarlett Body Whitening. Hasil penyebaran kuesioner, diolah menggunakan aplikasi SPSS, peneliti mendapatkan temuan bahwa penggunaan selebriti endorser memiliki pengaruh terhadap keputusan pembelian namun tidak sesignifikan kualitas produk dan harga.

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Published
2022-01-28