Celebrity Endorser, Electronic Word of Mouth, and Perceived Quality of Purchase Intention in Scarlett Whitening
Endorser Selebriti, Pemasaran dari Mulut ke Mulut secara Elektronik, dan Persepsi Kualitas terhadap Minat Beli Scarlett Whitening
DOI:
https://doi.org/10.21070/ups.2938Keywords:
Celebrity Endorser, Electronic Word of Mouth, Perceived Quality, Purchase IntentionAbstract
Life has progressed rapidly and consistently over time, particulary in terms of appearance, which is now seen as crucial to one’s self-image. Enhancing one’s appearance can be achieved through body care, specifically by using skincare and body care products, commonly known as skincare and body care, which are popular among teenagers. This has led to an increased interest in purchasing body care products, particulary Scarlett Whitening. The decision to purchase these products can be influenced by celebrity endorsers, electronic word of mouth, and the perceived quality of the products. This study aims to demonstrate the positive and significant relationship between celebrity endorsers, electronic word of mouth, perceived quality and purchase intention. The study involved 100 teenagers as participants. The data was analyzed using multiple regression, and the results confirmed that there is a positive and significant relationship berween celebrity endorsers, electronic word of mouth and perceived quality on purchase intention.
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