JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Pengaruh Brand Ambassador dan Celebrity Endorser Terhadap Minat Beli Produk Skintific

Fevi Aprianti (Unknown)
Diandra, Didip (Unknown)

Article Info

Publish Date
19 Dec 2025

Abstract

This study analyzes the influence of Celebrity Endorsers and Brand Ambassadors on purchase interest in Skintific products. Using a quantitative survey method with 286 purposively selected respondents, data were collected via questionnaires and literature reviews. SPSS analysis shows both variables have a positive and significant effect on purchase interest. The R² value of 0.302 indicates that Brand Ambassadors explain 30.2% of the variance. Findings suggest that public figures significantly shape brand perception, and future studies may benefit from mixed methods to explore consumer-brand relationships more comprehensively.  

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

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

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...