PENGARUH CELEBRITY ENDORSEMENT DAN HARGA TERHADAP MINAT BELI SKINCARE AZARINE DI KOTA MATARAM

Abstract

This study aims to determine the effect of celebrity endorsement and price on the purchase interest of Azarine skincare in Mataram city. Using a sample of 100 respondents from Mataram city, this study found that price has a positive and significant effect on the interest in purchasing Azarine products. Meanwhile, celebrity endorsement does not show a significant effect. These results indicate that price is effective in increasing purchase interest, whereas celebrity