Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Entrepreneurial and Business Diversity
Sri Indrastuti
Institut Bisnis dan Teknologi Pelita Indonesia
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Celebrity Endorsement Brand Image and Testimony on Purchase Interest in Scarlett Whitening Products in Pekanbaru Achmad Tavip Junaedi; Nicholas Stanley; Amries Rusli Tanjung; Sri Indrastuti; Deby Tri Agustin; Nicholas Renaldo
Journal of Entrepreneurial and Business Diversity Vol. 4 No. 3 (2026): Journal of Entrepreneurial and Business Diversity (July-September)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v4i3.409

Abstract

Purpose:The purpose of this research is to analyse the effect of celebrity endorsement on buying interest in Scarlett Whitening products to analyse the effect of brand image on buying interest in Scarlett Whitening products. Whitening To analyse the effect of Brand Image on buying interest in Scarlett Whitening products to analyse the effect of testimonials on buying interest in Scarlett Whitening products.Methodology:The research method uses quantitative methods, The sample in this study were 120 respondents. The sampling method in this study uses a type of non-probability sampling. The analysis method used multiple linear regression using the SPSS software test tool.Findings:The results showed that there is an effect of celebrity endorsement on product purchase intention. There is an influence of brand image on product purchase intention. There is an influence of testimonials on buying interest productImplication:It is suggested to the company, that the results of this research are expected to be used as a reference to correct, research and make improvements as necessary in the next research.
Co-Authors Achmad Tavip Junaedi Amries Rusli Tanjung Deby Tri Agustin Nicholas Renaldo Nicholas Stanley