Muh. Yushar Mustafa

Celebrity Endorsement on Purchase Decision: The Mediation Analysis of Women’s Price Perception

Krisna Triatna Sari Allo, Nurdin Brasit, Haeriah Hakim & Muh. Yushar Mustafa · Asian Journal of Advanced Research and Reports · 2023

As one of the most interesting research topics recently, social media marketing reveals many new and/or advanced research variables, and one of such variables is an endorsement of social media celebrity. According to the literature, a celebrity endorsement is seen as a strategy o...