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All Journal MIX : Jurnal Ilmiah Manajemen Indikator: Jurnal Ilmiah Manajemen & Bisnis International Humanities and Applied Science Journal Dinasti International Journal of Digital Business Management Jurnal Ilmiah Wahana Pendidikan Indonesian Community Journal International Journal of Economics (IJEC)
Adi Nurmahdi, Adi
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Public Health Social Sciences Other

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Pengaruh Celebrity Endorser, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Scarlett Whitening Body Lotion di Jabodetabek Paskariyani, Hana; Nurmahdi, Adi
Jurnal Ilmiah Wahana Pendidikan Vol 11 No 8.D (2025): Jurnal Ilmiah Wahana Pendidikan 
Publisher : Peneliti.net

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Abstract

This study aims to examine and analyze the influence of celebrity endorsers, product quality, and price on purchasing decisions for Scarlett Whitening Body Lotion in Jabodetabek. This study uses an associative causality research method. The population in this study consists of all consumers who use Scarlett Whitening Body Lotion in the Jabodetabek area. The sampling technique used is nonprobability sampling. The sample size used in this study was 125 respondents. Data was analyzed using SmartPLS 4.0. The results of this study show that a celebrity endorser has a not positive and insignificant influence on purchasing decisions. Product quality has a positive and significant influence on purchasing decisions. Price has a positive and significant influence on purchasing decisions.
Co-Authors Andri Irfan Rifai Ariyapijati, Raden Hendra Azwar, Rully Choiril Budiono, Nur Aktif Fitrajaya, Prawira Hadi Hasdian, Elhazri Muhammad Isradi Nahra Putra, Muhammad Thariq Nardo, Ma Theresa Bringas Paskariyani, Hana Pringgodigdoyo, Prapatantio Teteg Scorita, Kurnia Budhy Syafwandi, Syafwandi Wahyudi Wahyudi Wiguna, Esa Setia Yusup, Rendi