Pengaruh Celebrity Endorser, Kualitas Produk dan Label Halal Terhadap Purchase Intention Produk Skincare Scarlett
DOI:
https://doi.org/10.35870/jemsi.v11i6.5078Keywords:
Purchase Intention, Celebrity Endorser, Product Quality, Halal LabelAbstract
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.
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