Influences of Celebgram Endorsement, Price, and Brand Image on Consumer Purchase Intention of Cosmetics (Study at: Dermaster Klinik Manado)

Abstract

Celebrity endorsement, price and brand image are factors that can influence consumer buying interest. However, in practice, these factors do not always have a positive effect on consumer buying interest. This research was conducted to test the influence of celebrity endorsement, price and brand image on consumer buying interest at Dermaster Klinik Manado. This research uses multiple linear regression analysis with a sample size of 100 consumer respondents who are the Instagram audience of Dermaster Klinik Manado endorsers. The research results show that celebrity endorsement, price and brand image simultaneously influence consumer buying interest at Dermaster Klinik Manado. Celebrity endorsement has a positive and significant effect on consumer buying interest, price has a positive and significant effect on consumer buying interest, and brand image has a positive and significant effect on consumer buying interest. The celebrity endorsement variable contributed 28.2% to consumer buying interest, the price variable contributed 26.5% to consumer buying interest, and the brand image variable contributed 32.5% to consumer buying interest. From these three variables, it can be concluded that the brand image variable contributes the greatest influence to consumer buying interest compared to other variables. The research results show that celebrity endorsement, price and brand image are factors that can influence consumer buying interest at Dermaster Klinik Manado. The findings of this research can be used by Dermaster Klinik Manado to improve its marketing strategy and increase consumer buying interest.