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Yusuf
Jurusan Manajemen Universitas Halu Oleo
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Manajemen dan Kewirausahaan

 1 
PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN AZARINE MELALUI CELEBRITY ENDORSMENT SEBAGAI VARIABEL INTERVENING Annisa Aulia Putri; Alida Palilati; Sinarwaty; Yusuf; Sabri; La Harjoprawiro
Jurnal Manajemen dan Kewirausahaan Vol. 16 No. 2 (2024): Jurnal Manajemen dan Kewirausahaan
Publisher : Jurusan Manajemen FEB UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55598/jmk.v16i2.10

Abstract

This research aims to determine the simultaneous and partial influence of Product Quality variables on the decision to purchase Azarine sunscreen through Celebrity Endorsement as an Intervening variable on the social media of the people of Kendari City. The population in this study was all Kendari City residents who had purchased Azarine sunscreen products. The sample in this study was 65 respondents. The sampling technique in this research used accidental sampling. The data collection method in this research is by questionnaire. The instrument tests used are validity and reliability tests. The analysis technique used is Structural Equation Modeling (SEM)-PLS analysis.The research results show that: (1). Product quality has a positive and significant effect on purchasing decisions . (2). Product quality has a positive and significant effect on Celebrity Endorsement. (3). Celebrity Endorsements have a positive and significant effect on purchasing decisions.(4) Product quality has a positive and significant effect on purchasing decisions through celebrity endorsements as an intervening variable
Co-Authors Alida Palilati Annisa Aulia Putri La Harjoprawiro Sabri Sinarwaty