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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Cika Yanuari
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Brand Image dan Celebrity Endorser Terhadap Keputusan Pembelian Skincare Skintific dengan Minat Beli Sebagai Variabel Intervening Cika Yanuari; Edy Purwo Saputro
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 2 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i2.6970

Abstract

This study aims to analyze the influence of brand image and celebrity endorsers on the purchase decision of Skintific skincare, with purchase intention as an intervening variable. The research employs a quantitative approach, collecting data through questionnaires using a five-point Likert scale. Data were analyzed using SEM-PLS with SmartPLS 3.0 software. The respondents consisted of 115 students from Universitas Muhammadiyah Surakarta who have used or purchased Skintific products. The results show that brand image has a positive and significant effect on purchase decisions, with purchase intention as an intervening variable, while celebrity endorsers have a positive but not significant effect on purchase decisions, with purchase intention as an intervening variable.
Pengaruh Brand Image dan Celebrity Endorser Terhadap Keputusan Pembelian Skincare Skintific dengan Minat Beli Sebagai Variabel Intervening Cika Yanuari; Edy Purwo Saputro
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 2 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i2.6970

Abstract

This study aims to analyze the influence of brand image and celebrity endorsers on the purchase decision of Skintific skincare, with purchase intention as an intervening variable. The research employs a quantitative approach, collecting data through questionnaires using a five-point Likert scale. Data were analyzed using SEM-PLS with SmartPLS 3.0 software. The respondents consisted of 115 students from Universitas Muhammadiyah Surakarta who have used or purchased Skintific products. The results show that brand image has a positive and significant effect on purchase decisions, with purchase intention as an intervening variable, while celebrity endorsers have a positive but not significant effect on purchase decisions, with purchase intention as an intervening variable.
Co-Authors Edy Purwo Saputro