DOES CELEBRITY ENDORSER EFFECT PURCHASE INTENTION?

Abstract

The population of this study includes consumers of coffee products who live in Denpasar City with a total sample of 130 samples. The sample is determined by purposive sampling. Data collection used a survey method and a research instrument in the form of a questionnaire measured by a 5- point Likert scale. Data analysis was performed using Path Analysis via SPSS. The results of this study indicate that celebrity endorsers have a positive and significant effect on purchase intention. For future researchers, they can add variables that can influence purchase intention, expand the scope of research, or change research locations.