Pengaruh Kualitas Produk dan Celebrity Endorser terhadap Minat Beli
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
product quality, celebrity endorser, purchase interestAbstract
Buying interest will arise automatically in consumers if the company is able to provide good quality in the products it sells. The purpose of this research was to determine the influence of product quality and celebrity endorsers on purchasing interest at the Dinda Fashion Clothing Store. The research was carried out in Denpasar City, especially for consumers of the Dinda Fashion Clothing Store. The population of this research is consumers of the Dinda Fashion Clothing Store with a sample size of 60 respondents with a sample determination method using purposive sampling. Based on the research results, it can be seen that: (1) Product quality has a positive and significant effect on purchasing interest among consumers of the Dinda Fashion clothing store. (2) Celebrity Endorsement has a positive and significant effect on purchasing interest among Dinda Fashion clothing store consumers. (3) Product quality and celebrity endorsement have a positive and significant effect on purchasing interest among Dinda Fashion clothing store consumers. The magnitude of the influence of the independent variable on buying interest is 81.8%. Looking at the research results, the Dinda Fashion Clothing Store is paying more attention to consumer needs, such as maintaining product quality, providing promos on certain days and paying attention to consumer comfort, this can increase consumer buying interest.
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