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Pengaruh Celebrity Endorser terhadap Prurcahe Intention melalui Brand Image sebagai Variabel Intervening pada pengguna kosmetik Wardah di Toko Kurnia probolinggo

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Celebrity Endorser terhadap Prurcahe Intention melalui Brand Image sebagai Variabel Intervening pada pengguna kosmetik Wardah di Toko Kurnia probolinggo
 
Creator Faizah, Indah
Rachma, N.
Hufron, M.
 
Description ABSTRACTThe purpose of this research is to recognize the direct influence of the variable Celebrity Endorser on Purchase Intention, there is a direct influence of Celebrity Endorser on Purchase Intention, there is a direct influence on Brand Image on the Purchase intention, and there is an indirect influence of Celebrity Endorser against Purchase intention through the Brand Image as the intervening variables on Cosmetic Products. This study used a qualitative approach. The population and sample used in this study were Wardah cosmetics users at the Kurnia Probolinggo shop. The sampling technique uses accidental sampling technique. Meanwhile, the analytical method used in this study is path analysis.                           The results of this study provide empirical evidence that there is a direct influence of Celebrity Endorser on Purchase Intention, there is a direct influence of Celebrity Endorser on Purchase Intention, there is a direct influence of Brand Image on Purchase intention, and there are indirect effects of Celebrity Endorser on Purchase intention through Brand Image as a variable intervening. Kata Kunci : Celebrity Endorser, Purchase intention, Brand Image
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-02-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/2212
 
Source Jurnal Ilmiah Riset Manajemen; e-Jrm Vol. 08. No. 03. Februari 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/2212/2095
 
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