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Articles | 2024-08-03

Analysis of Factors Affecting Consumer Purchase Interest Through Celebirity Endorsement on Jiniso Products at Tiktok Shop

Mila Sastika, Rahmi Syahriza, Budi Harianto
Quantitative Economics and Management Studies, Vol. 5 No. 4 (2024), pp. 782-792 https://doi.org/10.35877/454RI.qems2706 Published: 2024-08-03
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Abstract

This study aims to examine price, content quality, celibirity credibility on purchase intention and is mediated by celibirity endorsement. This research uses quantitative research. The data collection technique is by using a questionnaire given to 100 respondents aged 12-40 years, this research was analyzed using SEM.PLS 4.0. The results of this study indicate that price affects purchase intention, content quality affects purchase intention, celibirity credibility has no effect on purchase intention, price affects celibirity endorsement, content quality affects celibirity endorsement, celibirity credibility affects celibirity endorsement, celibirity endorsement mediates price to purchase intention, celibirity endorsement mediates content quality to purchase intention and celibirity endorsement does not mediate celibirity credibility to purchase intention. Implications for consumers must be critical by considering price, promotional content quality, and celebrity credibility, while for sellers must focus on competitive prices, interesting content, and choosing the right celebrity.

Keywords

Content QualityCelibirity CredibilityCelibirity EndorsementPricePurchase Intention

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How to Cite

Sastika, M., Syahriza, R., & Harianto, B. (2024). Analysis of Factors Affecting Consumer Purchase Interest Through Celebirity Endorsement on Jiniso Products at Tiktok Shop. Quantitative Economics and Management Studies, 5(4), 782–792. https://doi.org/10.35877/454RI.qems2706