Brand ambassador, product quality, and price as predictors of skincare purchase intention on Shopee

Risma Agustina () and Normansyah Normansyah ()
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Risma Agustina: Department of Management, Faculty of Economics, Asahan University
Normansyah Normansyah: Department of Management, Faculty of Economics, Asahan University

Priviet Social Sciences Journal, 2026, vol. 6, issue 5, 479-496

Abstract: This study examined whether brand ambassador endorsement, product quality, and price are associated with skincare purchase intention among Shopee users in Asahan Regency, North Sumatra, Indonesia. Drawing on source credibility and cue utilization theories, this study used a quantitative cross-sectional design with purposive sampling. Data were collected from 96 respondents who had purchased skincare products through Shopee within the previous 12 months and were analyzed using multiple linear regression. The results show that brand ambassador endorsement is positively and significantly associated with purchase intention (B = 0.190, p = .003), while price is the strongest positive predictor (B = 0.713, p

Keywords: brand ambassador; cue utilization; price perception; purchase intention; Shopee; skincare (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i5.1946

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