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The Factors for Purchasing Skincare Products

Management Analysis Journal · Vol. 10 No. 4 (2021) · hlm. 417–425

DOI
10.15294/maj.v10i4.52401
ISSN
2502-1451, 2252-6552
Terbit
2021-12-29
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

The beauty industry in Indonesia is growing quite rapidly. This has resulted in increasingly fierce competition in the cosmetics and skincare business. This study aims to examine the effect of celebrity endorser, sponsorship, and product quality on purchasing decisions through buying interest in consumers of the Asa Beauty MS Glow store in Semarang. The populations in this study are customers or users of MS Glow. The sampling technique used is non-probability sampling with purposive sampling technique, obtained 100 samples, namely MS Glow users as respondents in this study. The data analyzed by quantitative method using path analysis through the IBM SPSS 24 software. The results showed that the celebrity endorser, sponsorship, and product quality variables have a positive and significant effect on purchasing decisions. Path analysis test results showed that buying interest is able to mediate celebrity endorser, sponsorship, and product quality, and also it has a positive and significant influence on purchasing decisions.

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  • State University of Semarang
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Heri YantoState University of Semarang2
Rusdarti RusdartiAfiliasi tidak diketahui2
Vini Wiratno PutriState University of Semarang1
Angga Pandu WijayaState University of Semarang1
Irnin Miladdyan AiryqState University of Semarang1
Rini Setyo WitiastutiState University of Semarang1
RusdartiState University of Semarang1
Hafizhah Zahra FarhaniAfiliasi tidak diketahui1
Elsa PuspasariAfiliasi tidak diketahui1
Umam Aries SetiawanAfiliasi tidak diketahui1
Roudhotul JannahAfiliasi tidak diketahui1
Reda PrasetyaAfiliasi tidak diketahui1
Novi ErnawatiAfiliasi tidak diketahui1
Wahyu Eka WingsatiAfiliasi tidak diketahui1
Kuswanti KuswantiAfiliasi tidak diketahui1
David FirmansyahState University of Semarang1
Yogi SaputroAfiliasi tidak diketahui1
Muhammad Zaenal AryiantoAfiliasi tidak diketahui1
Sirly AmriAfiliasi tidak diketahui1
Lailatul MaqhfirohAfiliasi tidak diketahui1
Helmi SofianaAfiliasi tidak diketahui1
Yenny KurniawatiAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/maj/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 6 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">The Factors for Purchasing Skincare Products</dc:title>
	<dc:creator>Sernanda, Bella Cahyu</dc:creator>
	<dc:creator>Prihandono, Dorojatun</dc:creator>
	<dc:description xml:lang="en-US">The beauty industry in Indonesia is growing quite rapidly. This has resulted in increasingly fierce competition in the cosmetics and skincare business. This study aims to examine the effect of celebrity endorser, sponsorship, and product quality on purchasing decisions through buying interest in consumers of the Asa Beauty MS Glow store in Semarang. The populations in this study are customers or users of MS Glow. The sampling technique used is non-probability sampling with purposive sampling technique, obtained 100 samples, namely MS Glow users as respondents in this study. The data analyzed by quantitative method using path analysis through the IBM SPSS 24 software. The results showed that the celebrity endorser, sponsorship, and product quality variables have a positive and significant effect on purchasing decisions. Path analysis test results showed that buying interest is able to mediate celebrity endorser, sponsorship, and product quality, and also it has a positive and significant influence on purchasing decisions.</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2021-12-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/maj/article/view/52401</dc:identifier>
	<dc:identifier>10.15294/maj.v10i4.52401</dc:identifier>
	<dc:source xml:lang="en-US">Management Analysis Journal; Vol 10 No 4 (2021): Management Analysis Journal; 417-425</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v10i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/maj/article/view/52401/21273</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2021 Management Analysis Journal</dc:rights>
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