The Impact of Celebrity Endorsement, Positioning and Customer Relationship Management on Purchase Interest

Abstract

Purchase interest is an urge that arises after someone gets a stimulus from a product they see, thus creating a desire to buy and own it. This study aims to analyze the variables of Celebrity Endorsement, Positioning, and Customer Relationship Management that influence purchase interest of Arinna Hijab products. This type of research uses exploratory research with a quantitative descriptive approach. The population in this study are consumers who want or have purchased Arinna Hijab products. The number of samples used in this study was 115 respondents using purposive sampling techniques and data collection methods using questionnaires. The data analysis used was multiple linear regression analysis using SPSS software version 26. The findings of this study indicate that the variables of Celebrity Endorsement, Positioning have a significant positive effect partially or simultaneously on Purchase Interest of Arinna Hijab Products, while the variable Customer Relationship Management has a negative and significant effect on Purchase Interest of Arinna Hijab Products. Further research is recommended to explore other variables outside of celebrity endorsement, positioning, and customer relationship management, as well as consider demographic factors or certain types of industries to broaden understanding of consumer purchase interest.