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)

Fataya, Da’isya; Subiyakto, Haryono; Miswanto, Miswanto; Kusumasari, Lita; Anggoro, Rusmawan

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)

Fataya, Da’isya and Subiyakto, Haryono and Miswanto, Miswanto and Kusumasari, Lita and Anggoro, Rusmawan (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). In: Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia.

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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 r

Item Type:	Conference or Workshop Item (UNSPECIFIED)
Date Deposited:	04 Mar 2026 16:22
Last Modified:	17 Apr 2026 02:55
URI:	http://eprints.eai.eu/id/eprint/43533

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