Review: Journal of Multidisciplinary in Social Sciences
Vol. 1 No. 03 (2024): February 2024

The Influence of Brand Image and Celebrity Endorsers on Sales of Skincare Products The Originote

Rokhim, Lisna Nur (Unknown)
Riyanto, Kuwat (Unknown)

Article Info

Publish Date
07 Feb 2024

Abstract

This research aims to analyze the influence of brand image and celebrity endorsers on sales of The Originote skincare products. The research uses quantitative methods with respondents who are consumers of The Originote. Data was collected through questionnaires and analyzed with SmartPLS. The research results show that there is a significant influence of celebrity endorsers on sales of The Originote skincare products. There is a significant influence of brand image on sales of The Originote skincare products. The celebrity endorser and brand image variables are able to explain variations in sales of The Originote skincare products. The conclusion of this research is that celebrity endorsers and a positive brand image have a big influence in attracting consumer buying interest which ultimately can increase sales of The Originote skincare products.

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Journal Info
Review: Journal of Multidisciplinary in Social Sciences
Website

Abbrev

RJMSS

Publisher

PT Lentera Ilmu Nusantara

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

Review: Journal of Multidisciplinary in Social Sciences, published by Lentera Ilmu Nusantara. Review: Journal of Multidisciplinary in Social Sciences accommodates the publication of Multidisciplinary Research results in the field of Social Sciences conducted by Lecturers as a manifestation of the ...