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p-Index From 2019 - 2024
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This Author published in this journals
All Journal International Journal of Economics, Business and Innovation Research
Rima Shobiroh
Program Studi Agribisnis, Fakultas Pertanian, UPN “Veteran” Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Consumer Perception of Product Quality, Price, Brand and Celebrity Endorser in Making Decisions to Purchase “EsTeh Indonesia” Rima Shobiroh; Nuriah Yuliati; Eko Nurhadi
International Journal of Economics, Business and Innovation Research Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ
Publisher : Cita konsultindo

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Abstract

This research investigates how Indonesian consumers decide to purchase EsTeh Indonesia beverages. It focuses on four factors: product quality, price, brand image, and the influence of celebrity endorsements. The study employs a combination of descriptive analysis and Structural Equation Modeling (SEM) to understand how these factors relate to buying decisions. The results reveal that consumers prefer to buy EsTeh Indonesia at physical outlets due to the inviting atmosphere and convenience. More importantly, the study finds that both product quality and price significantly influence purchasing decisions. Brand image also has a positive impact, but interestingly, celebrity endorsements have no significant effect. Overall, the research model demonstrates a good fit and provides strong evidence for the importance of product quality and price in driving consumer choices. This offers valuable insights for EsTeh Indonesia to strengthen its market position and build a loyal customer base by focusing on these key factors.
Co-Authors Eko Nurhadi Nuriah Yuliati