PENGARUH CELEBRITY ENDORSEMENT DAN PERCEIVED PRICE TERHADAP SATISFACTION, TRUST, DAN PURCHASE INTENTION PADA PENGGUNA PRODUK MAYBELLINE DI KALIMANTAN TIMUR --

ABSTRACT
The purpose of this study was to analyze and prove the influence of celebrity
endorsement on satisfaction, trust, and purchase intention on Maybelline users in East
Kalimantan, the influence of perceived price on satisfaction, trust, and purchase
intention on Maybelline users in East Kalimantan, the influence of satisfaction on Trust,
and Purchase Intention on Maybelline users in East Kalimantan, and the influence of
Trust on Purchase Intention with Maybelline users in East Kalimantan. This study used
primary data through questionnaire distribution to 132 respondents spread across 3
(three) cities in East Kalimantan, namely; Samarinda City, Bontang City, and
Balikpapan City with Accidental Sampling Methode technique.
The results of the study after statistical tests using SEM-AMOS version showed
that the following results celebrity endorsement affected satisfaction and truts on
Maybelline users in East Kalimantan, perceived price affected atisfaction on
Maybelline users in East Kalimantan, satisfaction affected Trust on Maybelline users in
East Kalimantan, and trust affected purchase intention on Maybelline users in East
Kalimantan. Celebrity endorsement had a significant effect on purchase intention on
Maybelline users in East Kalimantan, perceived price had a significant effect on truts
and purchase intention on Maybelline users in East Kalimantan, and satisfaction had a
significant effect on purchase intention on Maybelline users in East Kalimantan.
Keyword: Celebrity Endorsement, Perceived Price, Satisfaction, Trust, Purchase
Intention