THE EFFECT OF BRAND EQUITY AND CELEBRITY ENDORSER TO PURCHASE INTENTION ON MAYBELLINE PRODUCTS MODERATED BY PRODUCT QUALITY

Gabriella Angel; Nurhadi Nurhadi

doi:10.26737/jtmb.v9i1.3306

THE EFFECT OF BRAND EQUITY AND CELEBRITY ENDORSER TO PURCHASE INTENTION ON MAYBELLINE PRODUCTS MODERATED BY PRODUCT QUALITY

Gabriella Angel, Nurhadi Nurhadi

Abstract

This study aims to determine the effect of Brand Equity, and Celebrity Endorser on Purchase intention of Maybelline products moderated by Product Quality. This consists of variables Brand Equity (X1), Celebrity Endorser (X2), Product Quality (Z), and Purchase Intention (Y). To obtain data using questionnaires distributed through random sampling technique with a sample of 100 respondents. The analysis uses multiple linear regression with Moderated Regression Analysis which is processed using the SPSS application. The results prove that simultaneously all variables have a positive and significant effect on Purchase Intention. While partially, Brand Equtiy and Celebrity Endorser have a positive and significant effect on Purchase Intention of Maybelline, and the position of Product Quality does not have the potential to be an independent variable but as a pure moderating variable. The results of the MRA test prove that product quality does not moderate the effect of brand equity on Purchase Intention, but moderates the influence of celebrity endorsers on Purchase Intention Keywords : Brand Equity; Celebrity Endorsers; Product Quality; Purchase Intention

Keywords

Brand Equity, Celebrity Endorser, Product Quality, Purchase Intention

Full Text:

PDF

References

Amalia, N., Nuringwahyu, S., & Krisdianto, D. (2019). Effect of Celebrity Endorser on Brand Image on Wardah Product Advertisement. Jiagabi , 8 (2), 113–120. Retrieved from http://riset.unisma.ac.id/index.php/jiagabi/article/view/2124

Fatmi, FO, Ahmad, AN, & Kartika, B. (2020). Determinants affecting purchase intention of halal products: an article review. Journal of Halal Product and Research , 3 (2), 63. https://doi.org/10.20473/jhpr.vol.3-issue.2.63-79

Ismayanti, NMA, & Santika, IW (2017). The Influence of Celebrity Endorser, Brand Image, Product Quality on Intention to Buy Nike Sports Shoes in Denpasar City. Unud Management E-Journal , 6 (10), 5720–5747. Retrieved from https://media.neliti.com/media/publications/75449-ID-unjuk-quality-produk-dan-brand-image.pdf

Lumayag, Liza, M., Caballero, L., Siose, Kimberly, M., & Castanares, W. (2019). Meta-Analysis of the Communication Component of E-Commerce in Asean. USJR Communication and Journalism Review , (Fredriksson), USJR Commun. Journal. Rev.

Mada, B. (2021). The Influence of Brand Equity on Consumer Purchase Interest on Samsung Smartphones in Surabaya. Journal of Management Science and Research , 10 (1).

Mubarok, DAA (2016). The Influence of Celebrity Endorsements on Consumer Purchase Interest (Study on Consumers of Evening Regular Class Students, STIE INABA Bandung). Indonesian Journal of Developing , 3 (1), 61–76.

Nayoan, A. (2021). What is E-Commerce? Here's the Definition, Types, and Benefits! Retrieved from https://www.niagahoster.co.id/blog/apa-itu-ecommerce/#Apa_Saja_Jenis_Ecommerce

Pahlavi. (2019). Understanding Product Quality Is, Dimensions and Benefits. Retrieved from https://www.pahlevi.net/pengertian-kualitas-produk/

Purbohastuti, A. Wahyuni, & Hidayah, AA (2020). Increase Interest in Buying Shopee Products Through Celebrity Endorser. Journal of Applied Business , 4 (1), 37–46. https://doi.org/10.24123/jbt.v4i1.2480

Risma, O. :, Munte, N., Girsang, R., & Safitri, A. (2020). The Influence of Online Consumer Reviews and Ratings on Shopee Marketplace Trust and Interest. Journal of Education and Development , 8 (3), 187–192. Retrieved from https://journal.ipts.ac.id/index.php/ED/article/view/1910/996

Roshan, PAA, & Sudiksa, IB (2019). The Role of Brand Image to Mediate the Effect of Celebrity Endorser on Purchase Intention. Udayana University Management E-Jurnal , 8 (8), 5164. https://doi.org/10.24843/ejmunud.2019.v08.i08.p17

Setyawati, M. (2015). The use of Maudy Koesnaedi as a Celebrity Endorser in the L'oreal Fall Repair 3x Television Advertisement for the L'oreal Brand Image in Surabaya. Journal of E-Communication , 3 (1), 1–12. Retrieved from http://publication.petra.ac.id/index.php/ilmu-komunikasi/article/viewFile/3826/3544

Tendra, FE, & Agustiono, A. (2021). The Influence of Product Quality, Promotion, and Packaging on Purchase Intentions for Ma Bruschetta Products. Journal of Management And Business Start-Ups , 5 (4), 340–349. https://doi.org/10.37715/jp.v5i4.1789

Wiastuti, RD, & Kimberlee, S. (2018). The Influence of Brand Equity on Purchase Decisions at Simetri Coffee Roaster Puri, Jakarta. Journal of Tourism , 5 (2), 133–146. https://doi.org/10.31311/par.v5i2.4073

y Costs are Extreme. Journal of Financial Economics , 445 460.

DOI: http://dx.doi.org/10.26737/jtmb.v9i1.3306

Refbacks

There are currently no refbacks.

Published by:

Institute for Managing and Publishing of Scientific Journals STKIP Singkawang

JTMB (Jurnal Terapan Manajemen dan Bisnis)

e-ISSN : 2477-5282

p-ISSN : 2599-3127

Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Singkawang

Address : STKIP Singkawang, Jalan STKIP - Kelurahan Naram Singkawang, Kalimantan Barat, INDONESIA, 79251
No. Telp. : +62562 420 0344
No. Fax. : +62562 420 0584