Research Article
The Effect of Product Quality, Brand Image, Celebrity Endorsers, and Promotional Strategies on Consumer Purchase Intention of Cooperatives and Micro, Small, and Medium Enterprises (MSMEs)
@INPROCEEDINGS{10.4108/eai.17-12-2022.2333238, author={Da’isya Arumanda Chitta Fataya and Haryono Subiyakto and Miswanto Miswanto and Lita Kusumasari and Rusmawan Wahyu Anggoro}, title={The Effect of Product Quality, Brand Image, Celebrity Endorsers, and Promotional Strategies on Consumer Purchase Intention of Cooperatives and Micro, Small, and Medium Enterprises (MSMEs)}, proceedings={Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICEMBA}, year={2023}, month={6}, keywords={purchase intention; brand image; celebrity endorser; promotion strategy; cooperatives; msmes}, doi={10.4108/eai.17-12-2022.2333238} }- Da’isya Arumanda Chitta Fataya
Haryono Subiyakto
Miswanto Miswanto
Lita Kusumasari
Rusmawan Wahyu Anggoro
Year: 2023
The Effect of Product Quality, Brand Image, Celebrity Endorsers, and Promotional Strategies on Consumer Purchase Intention of Cooperatives and Micro, Small, and Medium Enterprises (MSMEs)
ICEMBA
EAI
DOI: 10.4108/eai.17-12-2022.2333238
Abstract
The purpose of this study is to test the effect of product (good or service) quality, brand image, celebrity endorser, and promotion strategy on the purchase intention of consumers of cooperatives and MSMEs in the Province of the Yogyakarta Special Region, Indonesia. This study examines the causal relationship with quantitative analysis. This study uses primary data collected through questionnaires. The selection of samples used a non-probability sampling method and a purposive sampling type. The sample is 170 cooperative and MSME consumer respondents. Researchers tested the hypothesis by using PLS-SEM. Referring to the test results, the findings of this study are as follows. First, product quality has a positive influence on consumer purchase intentions. Second, the brand image does not affect consumer purchase intention. Third, endorser of celebrity has a positive influence on consumer purchase intentions. Fourth, or finally, the promotion strategy has a positive influence on purchase intentions.
