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

THE EFFECT OF CELEBRITY ENDORSEMENT AND PRICE ON PURCHASE INTEREST IN AZARINE SKINCARE IN MATARAM CITY

Authors

  • mahdi aprija Fakultas Ekonomi dan Bisnis Universitas Mataram
  • Hilmiati Hilmiati Fakultas Ekonomi dan Bisnis Universitas Mataram

Keywords:

Celebrity Endorsement,, Price,, Purchase Interest,, Azarine

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 endorsers are not effective in increasing the purchase interest for Azarine skincare in Mataram city.

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References

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Fleck, N., et al. (2012). Celebrities in Advertising: Looking for Congruence or Likability? Psychology and Marketing, 29(9), 651–662.

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Published

2025-12-05

Issue

Vol. 5 No. 4 (2025): URGENTREV EDISI DESEMBER 2025

Section

Articles

License

Copyright (c) 2025 mahdi aprija, Hilmiati Hilmiati

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.