Asian Journal of Social and Humanities
Vol. 2 No. 7 (2024): Asian Journal of Social and Humanities

The Influence of Content Quality And Price On Purchase Decision of Skintific Skincare Products Mediated By Visibility Celebrity Endorsers (Empirical Study: Instagram Users In Jakarta)

Ristyna Lidya Margaretta Sianturi (Universitas Bunda Mulia)
Liem Bambang Sugiyanto (Universitas Bunda Mulia)

Article Info

Publish Date
30 Apr 2024

Abstract

The aim of this research is to analyze more deeply the relationship and influence of content quality, price on purchase decisions mediated by celebrity endorsers on purchase decisions via Instagram. The method used in this research is a quantitative method. In this research the variables used are independent variables, mediating variables and dependent variables. The independent variables used are price and content quality. The mediating variable used is Celebrity endorser. The Dependent variable used is Purchase decision. The population in this study are Instagram social media account users who live in Jakarta with a sample size of 150. Data analysis techniques using SEM with AMOS tools. The conclusions are Price influences Celebrity Endorser, Celebrity Endorser influences Purchase decisions, Price influences purchase decisions, and Price influences purchase decisions through celebrity endorsers with a CR value of 2.06 > 1.96

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Journal Info
Asian Journal of Social and Humanities
Website

Abbrev

jsh

Publisher

Pelopor Publikasi Akademika

Subject

Decision Sciences, Operations Research & Management Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

Asian Journal of Social and Humanities is a scientific journal in the form of research and can be accessed openly. This journal is published once bimonthly by Beritrust Publisher. Asian Journal of Social and Humanities provides a means for ongoing discussion of relevant issues that fall within the ...