THE ROLE OF CELEBRITY ENDORSER CREDIBILITY IN MODERATING THE EFFECTS OF PRODUCT QUALITY AND PRICE ON PURCHASE INTENTION(A Study of Somethinc Product Consumers in Denpasar City)
Keywords:
Purchase Intention, Product Quality, Price, Celebrity endorser CredibilityAbstract
The rapid growth of the beauty industry has sparked intense competition among similar companies. To attract consumer interest, companies employ various marketing strategies, one of which is promotion. This study aims to explain the role of celebrity endorser credibility in moderating the influence of product quality and price on the purchase intention for Somethinc products in Denpasar City, Bali. The study was conducted in Denpasar City with a sample of 100 respondents selected using a non-probability sampling method specifically, purposive sampling. Data analysis involved both descriptive and inferential statistics, utilizing Moderated Regression Analysis (MRA). The results indicate that product quality does not have a positive and significant effect on purchase intention, whereas price has a positive and significant effect. Celebrity endorser credibility was found to moderate the influence of product quality on purchase intention by strengthening it, while moderating the influence of price on purchase intention by weakening it. These findings offer strategic implications for Somethinc to enhance its digital marketing efforts. Somethinc should focus on collaborating with honest and credible celebrity endorsers, as their sincere reviews have been shown to reinforce the perception of product quality, thereby stimulating consumer interest. Furthermore, Somethinc should maintain a competitive pricing strategy as a key draw, given that the involvement of trusted celebrity endorsers has been shown to reduce consumer price sensitivity regarding the products offered.
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