The Influence of Celebrity Endorsement, Price Perception, and Product Quality on Purchase Decision of Ventela Products
Pengaruh Celebrity Endorsment, Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Ventela
DOI:
https://doi.org/10.21070/ups.10312Keywords:
Celebrity Endorsement, Price Perception, Product Quality, Purchasing DecisionAbstract
This study examines the influence of celebrity endorsement, price perception, and product quality on purchasing decisions for Ventela shoes. Using a quantitative survey of 100 consumers selected through purposive sampling, data were collected via a Likert-scale questionnaire (Google Form) and analyzed with SmartPLS. The results indicate that all three variables have a positive and significant effect on purchasing decisions, with product quality having the strongest influence. The findings are expected to offer practical insights for companies and serve as a reference for future research.
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