Pengaruh Celebrity Endorsement Terhadap Purchase Intention dan Brand Image Sebagai Variabel Mediator (Studi Kasus Brand Skincare Lokal)

Rizni Aulia Qadri, Yerry Mia Br. Sitompul

Sari


Abstrak

Penelitian ini adalah penelitian kuantitatif dimana data yang dikumpulkan merupakan data primer. Didalam memperoleh data, peneliti membagikan kuesioner secara online melalui media Google Formulir. Sebanyak 250 responden berpartisipasi dalam penelitian ini. Populasi dalam penelitian ini adalah masyarakat Batam yang memiliki niat beli terhadap brand skincare lokal setelah melihat celebrity endorserment. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Temuan penelitian menunjukkan bahwa variabel attractiveness, trustworthiness dan expertise memiliki hubungan signifikan positif terhadap pembentukan brand image. Selain itu, variabel brand image memiliki hubungan langsung terhadap purchase intention.

Kata Kunci: Attractiveness, Trustworthiness, Expertise, Brand Image, Purchase Intention

 

Abstract

This research is a quantitative research where the data collected is primary data. In obtaining data, the researchers distributed online questionnaires through Google Forms. A total of 250 respondents participated in this study. The population in this study is the people of Batam who have the intention to buy local skincare brands after seeing celebrity endorsers. The sampling technique used in this research is purposive sampling. The research findings show that the attractiveness, trustworthiness, and expertise variables have a significant relationship to the formation of brand image. In addition, the brand image variable has a direct relationship to purchase intention.

Keywords: Attractiveness, Trustworthiness, Expertise, Brand Image, Purchase Intention

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Referensi


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DOI: https://doi.org/10.37531/yum.v5i2.1524

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