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All Journal JURNAL MANAJEMEN MOTIVASI
Fevi Aprianti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Ambassador dan Celebrity Endorser Terhadap Minat Beli Produk Skintific Fevi Aprianti; Diandra, Didip
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8513

Abstract

This study analyzes the influence of Celebrity Endorsers and Brand Ambassadors on purchase interest in Skintific products. Using a quantitative survey method with 286 purposively selected respondents, data were collected via questionnaires and literature reviews. SPSS analysis shows both variables have a positive and significant effect on purchase interest. The R² value of 0.302 indicates that Brand Ambassadors explain 30.2% of the variance. Findings suggest that public figures significantly shape brand perception, and future studies may benefit from mixed methods to explore consumer-brand relationships more comprehensively.  
Co-Authors Diandra, Didip