THE INFLUENCE OF INSTAGRAM ADS, CELEBRITY ENDORSERS, AND PRODUCT QUALITY ON PURCHASE INTENTIONS THROUGH THE BRAND IMAGE OF SCARLETT WHITENING PRODUCTS AS AN INTERVENING VARIABLE

Ika Novaliana

Authors

Ika Novaliana Sekolah Tinggi Ilmu Ekonomi (STIE) Nganjuk

Keywords:

Advertising, celebrity endorser, product quality, purchase intention, brand image

Abstract

In this research, against the background of well-known beauty products that have emerged but do not yet have BPOM permits with low product prices and low quality, a strategy is needed to find out what variables influence the interest in buying Scarlett Whitening products. The aim of the researcher is to know simultaneously between Instagram advertisements, celebrity endorsers, and product quality that influence product purchase intention through the brand image of Scarlett Whitening products as an intervening variable. Researchers use a quantitative approach using a purposive sampling technique. The sample validity limit was calculated using the Slovin formula, obtained by a sample limit of 70 respondents. The research instrument used a closed questionnaire. The data analysis technique used multiple linear regression with the classical assumption test of normality, multicollinearity and heteroscedasticity in hypothesis testing. The results of the study prove that, partially, Instagram ads, celebrity endorsers, and product quality have a significant positive effect on purchase intention. The Simultaneous Hypothesis of Instagram advertising, celebrity endorsers, and product quality proved to have a significant effect on through the brand image of Scarlett Whitening products as an intervening variable with a sig. 0.000 with a coefficient of determination of 46.3% and product quality proved to have a significant effect on the brand image of Scarlett Whitening products as an intervening variable with a sig. 0.000 with a coefficient of determination of 46.3% and product quality proved to have a significant effect on the brand image of Scarlett Whitening products as an intervening variable with a sig. 0.000 with a coefficient of determination of 46.3%.

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