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Abstract

This study aims to explain the role of celebrity endorser credibility in moderating the effect of product quality and price on purchase intention of Hanasui lipstick products in Denpasar city by using a balance theory approach. The sampling technique used in this study is non-probability sampling. Based on survey data from 200 respondents, the results of the moderated regression analysis (MRA) show that product quality has a positive and significant effect on purchase intention. Price has a positive and significant effect on purchase intention. Celebrity endorser credibility does not moderate the effect of product quality on purchase intention. Celebrity endorser credibility is able to moderate and weaken the effect of price on purchase intention. The implications of this finding can be a reference for Hanasui companies to achieve profits and increase sales by paying attention to product quality, price, and celebrity endorser credibility so that consumers are interested in buying Hanasui Lipstick products.