ANTECENDENTS OF CONSUMERS PERCEPTION AND ITS INFLUENCE TOWARDS PURCHASE INTENTION ON COSMETICS PRODUCT

ANTECENDENTS OF CONSUMERS PERCEPTION AND ITS INFLUENCE TOWARDS PURCHASE INTENTION ON COSMETICS PRODUCT

The aim of this research is to analyze the effects of celebrity endorsement on consumer perception and purchase intention of cosmetic product. The populations in this study were cosmetic users in Purwokerto region. By employing cluster sampling, 120 females who have ever watched cosmetic advertiseme...

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Bibliographic Details
Main Author:	Pramono Hari Adi
Format:	Article
Language:	Indonesian
Published:	Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya 2018-09-01
Series:	Ekuitas: Jurnal Ekonomi dan Keuangan
Subjects:	celebrity endorsement, trustworthiness, physical attractiveness, expertise, consumer perception, purchase intention
Online Access:	https://ejournal.stiesia.ac.id/ekuitas/article/view/74

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