InJEBA : International Journal of Economics, Business and Accounting
Vol. 2 No. 3 (2024): InJEBA (September)

Analysis of Price Perception and Celebrity Endorser on Purchasing Decisions for Skintific Skincare Products of UNRI Gen Z Graduate Students with Intervening Variables Online Customer Review

Jayanti, Fitri (Unknown)
Zulkarnain , Zulkarnain (Unknown)
Machasin, Machasin (Unknown)

Article Info

Publish Date
02 Sep 2024

Abstract

This study was conducted to determine Analysis of Price Perception and Celebrity Endorser on Purchasing Decisions for Skintific Skincare Products of UNRI Gen Z Graduate Students with Intervening Variables Online Customer Review. The study was conducted by distributing questionnaires to 210 active postgraduate students at the University of Riau born between 1996 and 2010. The results of this study indicate that Celebrity Endorser, Online Customer Review, and price perception have a positive effect on purchasing decisions. Celebrity Endorser and price perception have a positive effect on Online Customer Review. Online Customer Review significantly mediates the relationship between Celebrity Endorser and purchasing decisions. Online Customer Review significantly mediates the relationship between price perception and purchasing decisions.

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Journal Info
InJEBA : International Journal of Economics, Business and Accounting
Website

Abbrev

injeba

Publisher

PT. Basecamp Economics PubMed

Subject

Economics, Econometrics & Finance Environmental Science Social Sciences Other

Description

InJEBA : International Journal of Economics, Business and Accounting as a scholarly platform dedicated to the exploration and dissemination of cutting-edge research in the domains of economics, business, and accounting. This journal strives to foster intellectual exchange among academics, ...