Determination of Interest in Purchasing Scarlett Whitening Products on the Shopee Marketplace

Abstract

Objectives – This study aims to determine the influence of celebrity endorsers and
the brand image on the interest in purchasing Scarlett Whitening products for Economic
Education students at Bhinneka PGRI University in the Shopee marketplace.
Design/Methodology/Approach – The method used in this research is descriptive
quantitative with analysis using Partial Least Square (PLS). This study uses primary
data sources derived from questionnaires related to celebrity endorsers, brand
image, and purchase intention. This study determines the target population, namely
the Economic Education students of Bhinneka PGRI University, prospective
consumers, and consumers of Scarlett Whitening Products totaling 364 students with
a sample of 91 students.
Findings – The results showed that (1) Celebrity endorser (X1) has no significant
effect on purchase intention (Y) on Scarlett Whitening products, the P-Values value
is 0.203> 0.05 so that H1 is rejected; (2) Brand image has a positive and significant
effect on purchase intention (Y) on Scarlett Whitening products with a P-Values
value of 0.000 <0.05, so H2 is accepted; (3) Celebrity endorser and brand image
simultaneously do not affect purchase intention (Y) for Scarlett Whitening products