Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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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

Authors
Hifzi Fauzan1, *, Hendri Andi Mesta1
1Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: hifzifauzan212@gmail.com
Corresponding Author
Hifzi Fauzan
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_78How to use a DOI?
Keywords
Celebrity Endorsement; Price; Halal Awareness; Purchase Decision
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_78How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hifzi Fauzan
AU  - Hendri Andi Mesta
PY  - 2025
DA  - 2025/09/16
TI  - The Influence of Celebrity Endorsement, Price And Halal Awareness on Purchase Decision of “Kocok Indonesia” Beverage Product in Padang Panjang City
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 935
EP  - 950
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_78
DO  - 10.2991/978-94-6463-839-4_78
ID  - Fauzan2025
ER  -