Published: 2025-12-01
Pengaruh Celebrity Endorser, Kualitas Produk dan Label Halal Terhadap Purchase Intention Produk Skincare Scarlett
DOI: 10.35870/jemsi.v11i6.5078
Abstract
This study aims to analyze the influence of celebrity endorsers, product quality, and halal labels on purchase intention. The respondents in this study were 65 students from the Faculty of Economics and Business at Unikarta, selected using the formula developed. The data analysis tool used was multiple linear regression with the assistance of IBM SPSS Version 26 software. The results of the study identified that simultaneously, the influence of Celebrity Endorsers, Product Quality, and Halal Labels had a positive and significant effect on Purchase Intention. Partially, Celebrity Endorser does not have a positive and significant effect on Purchase Intention. Meanwhile, Product Quality and Halal Label have a positive and significant effect on Purchase Intention.
Keywords
Purchase Intention; Celebrity Endorser; Product Quality; Halal Label
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 11 No. 6 (2025)
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Section: Articles
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Published: 2025-12-01
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jemsi.v11i6.5078
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Baiq Nety Chairunnisa, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, JL. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
Ali Akbar, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, JL. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
Pinto Rukmi Handayani, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, JL. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
Heru Suprapto, Universitas Kutai Kartanegara
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kutai Kartanegara, JL. Gunung Kombeng No.27 Kel.Melayu Kec.Tenggarong Kutai Kartanegara, Kalimantan Timur, Indonesia.
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