PENGARUH CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM PADA PRODUK SCARLETT WHITENING DI SURABAYA

Authors

  • Yuliana Jamilatul Azizah Universitas Negeri Surabaya, Indonesia
  • Khusnul Fikriyah Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.15575/jim.v4i1.23552

Keywords:

Celebrity Endorsement, Associative, Decision.

Abstract

There are many beauty products in the market competition. But there are several factors that influence consumers when making purchasing decisions. In this study using the celebrity endorsement factor and the formulation of the problem is whether the celebrity endorsement influences the purchasing decisions of Muslim consumers on scarlett whitening products in Surabaya. The purpose of this research is to find out whether celebrity endorsements influence the decision of Muslim consumers to buy Scarlett Whitening products in Surabaya. The type of research used is associative quantitative. Questionnaires were distributed to 100 respondents who were selected using a purposive sampling technique with the number of samples using the formula Heir et al. Respondents' answers were measured using a Likert scale. This study shows that celebrity endorsement as an independent variable has an influence on purchasing decisions as the dependent variable of 17.3% (R2). This study has managerial implications for producers/sellers, where celebrity endorsements are important in attracting Muslim consumers to make purchasing decisions on Scarlett Whitening products in Surabaya.

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Published

18-01-2023

How to Cite

Azizah, Y. J., & Fikriyah, K. (2023). PENGARUH CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM PADA PRODUK SCARLETT WHITENING DI SURABAYA. KOMITMEN: Jurnal Ilmiah Manajemen, 4(1), 37–47. https://doi.org/10.15575/jim.v4i1.23552

Issue

Vol. 4 No. 1 (2023): KOMITMEN: Jurnal Ilmiah Manajemen

Section

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