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The Influence of Celebrity Endorsement, Price And Halal Awareness on Purchase Decision of “Kocok Indonesia” Beverage Product in Padang Panjang City

In: Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022)

Author

Listed:
  • Hifzi Fauzan

    (Universitas Negeri Padang)

  • Hendri Andi Mesta

    (Universitas Negeri Padang)

Abstract

This study aims to analyze the extent to which the influence of celebrity endorsement, price, and halal awareness on the purchase decision of Kocok Indonesia beverage products in Padang Panjang City. The population that will be used as research material is consumers who have never purchased Kocok Indonesia beverage products in Padang Panjang City. The number of respondents in this study was 160. Information data was collected through a web-based survey, and data information processing was carried out through the SmartPLS version 4 adaptation programming. The results from this study show that (1) celebrity endorsements do not show a significant effect on purchasing decisions, (2) price shows a significant effect on purchasing decisions (3) Halal Awareness has a significant effect on purchasing decisions.

Suggested Citation

  • Hifzi Fauzan & Hendri Andi Mesta, 2025. "The Influence of Celebrity Endorsement, Price And Halal Awareness on Purchase Decision of “Kocok Indonesia” Beverage Product in Padang Panjang City," Advances in Economics, Business and Management Research, in: Firman Firman & Shuhymee Shuhymee & Rangga Handika & Muhammad Rizky Prima Sakti & Astri Yuza Sari & (ed.), Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), pages 935-950, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-839-4_78
    DOI: 10.2991/978-94-6463-839-4_78
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