This research aims to determine the effect of the endorsement and product quality on online shopping interest on the cosmetic brand EMINA. By using a descriptive quantitative approach, the sampling technique used is random sampling by distributing questionnaires to 100 millennial generation women in Bogor. This study found the endorsement program and product quality have a positive and significant effect on online shopping interest.
Penelitian
CELEBGRAM ENDORSEMENT AND PRODUCT QUALITY, HOW DOES IT INFLUENCE THE INTEREST TO SHOP ONLINE?
Abstrak
Keyword
: Celebrity Endorsement, Instagram, Online Shopping, Product Quality, Purchase Interest
Sitasi
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