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All Journal JURNAL SAINS PEMASARAN INDONESIA Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Journal of Economic Education Jurnal Ilmiah Ekonomi Islam Eksis: Jurnal Riset Ekonomi dan Bisnis Magisma: Jurnal Ilmiah Ekonomi dan Bisnis EconBank : Journal Economics and Banking Abdimas Universal JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Indonesian Economic Review
Setyo Pantawis
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Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Analysis of Purchase Intention Towards MS Glow Skincare Products: (A Study on the Local Community in Cilacap City) Susilawati, Mei; Pantawis, Setyo
Indonesian Economic Review Vol. 6 No. 1 (2026): February : Indonesian Economic Review
Publisher : Cahaya Abadi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53787/iconev.v6i1.85

Abstract

The rapid expansion of Indonesia's cosmetic industry has intensified market competition, where MS Glow has emerged as a dominant player despite facing challenges related to negative digital sentiment regarding product quality. This phenomenon is particularly relevant in the context of Cilacap City, characterized by consumers who are price-sensitive yet highly responsive to digital trends. Consequently, this study aims to comprehensively analyze the influence of price perception, social media exposure, and celebrity endorser appeal on consumer purchase intention for MS Glow skincare products in this specific region. Employing a quantitative explanatory approach, primary data were gathered through questionnaires distributed to 97 respondents, selected via purposive sampling criteria based on product awareness and domicile in Cilacap. The data were analyzed using multiple linear regression assisted by SPSS version 25 to test the hypotheses. Empirical findings reveal that price exerts a negative and significant effect on purchase intention, indicating that price increases substantially diminish buying interest. Conversely, social media and celebrity endorsers demonstrate positive and significant effects, with social media emerging as the dominant factor. Collectively, these independent variables contribute an Adjusted R Square of 73.2% to purchase intention. The study's managerial implications suggest that MS Glow should formulate more affordable pricing strategies tailored to regional markets, while simultaneously optimizing creative social media content and selecting relevant public figures to reinforce brand image and drive consumer purchasing decisions.
Co-Authors Abd. Rasyid Syamsuri Ermasari, Ika Khoirul Attiq Mekani Vestari Muliawan Hamdani Muliawan Hamdani, Muliawan Murti, Rizki Adhitya Oktafiani, Mutiara Rahmi Yuliana Rahmi Yuliana Rudi Suryo Setiyono, Taufiq Andre Suryakusuma Kholid H Susilawati, Mei Yanti Pujiastuti Yanuar Rachmansyah