Journal Competency of Business
Vol. 5 No. 2 (2021): Journal Competency of Business

Pengaruh Brand Image, Kualitas Produk dan Endorsement Selebriti Instagram terhadap Minat Beli Konsumen pada Produk Skin Care MS GLOW

Hasanah, Ulfatul (Unknown)
Giyartiningrum, Eko (Unknown)

Article Info

Publish Date
23 Jan 2022

Abstract

This study aims to determine the effect of brand image, product quality, celebrity endorsements on Instagram on consumer buying interest in MS GLOW skin care products. Using the survey method, the sample in this study amounted to 100 respondents who were consumers of MS GLOW skin care products. The data analysis technique used multiple linear regression analysis with the SPSS program. Based on the results of multiple linear regression, brand image has a significant effect on consumer buying interest, product quality has a significant effect on consumer buying interest, and celebrity endorsements on Instagram have no significant effect on consumer buying interest.

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Journal Info
Journal Competency of Business
Website

Abbrev

JCoB

Publisher

Universitas Cokroaminoto Yogyakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal Competency of Business is a peer-reviewed journal published twice a year (July and December) by the Management Study Program at Universitas Cokroaminoto Yogyakarta. Journal Competency of Business discusses management and business broadly and its applications, especially for research relevant ...