Abstract
The purpose of this research is to know the role of brand image mediate the influence of celebrity endorser against purchase intention on a prospective consumer products lipstick Wardah. This research was conducted in Denpasar city, using a sample size as much as 108 respondents with a purposive sampling method. As for the data analysis technique used in this study is Path Analysis and accompanied by Sobel test to test the hypothesis put forward. Based on the results of research conducted, the brand image was able to mediate the celebrity endorser against purchase intention. Data of respondents are directly viewable is celebrity endorser of the positive and significant effect against brand Image; brand image is positive and significant effect against purchase intention; celebrity endorser of the positive and significant effect against purchase intention; as well as brand image are significantly able to mediate the celebrity endorser against purchase intention. 
 Key Word: celebrity endorser, brand image, purchase intention
Highlights
The purpose of this research is to know the role of brand image mediate the influence of celebrity
This research was conducted in Denpasar city
for the data analysis technique used in this study is
Summary
Tabel 1. menampilkan perkembangan brand image Wardah yang mengalami peningkatan signifikan. Berbeda halnya dengan hasil pra survey yang dilakukan kepada 30 orang responden mengenai brand image yaitu 27 orang responden membeli produk lipstik Wardah karena brand imagenya yang baik. Hipotesis yang dapat diberikan pada penelitian ini yaitu: H1: Celebrity endorser berpengaruh positif dan signifikan terhadap brand image. Hipotesis yang dapat diberikan pada penelitian ini yaitu: H2: Celebrity endorser berpengaruh positif dan signifikan terhadap purchase intention Brand image yang positif dalam suatu produk, berdampak pada niat untuk membeli yang akan semakin tinggi pula. Hipotesis yang dapat diberikan pada penelitian ini yaitu: H3: Brand image berpengaruh positif dan signifikan terhadap purchase intention. Penelitian dari Ruslim dan Richard (2012) juga menunjukkan hasil sama yaitu terdapat hubungan celebrity endorser terhadap purchase intention dan mampu dimediasi brand image. Hipotesis yang dapat diberikan pada penelitian ini adalah: H4: Celebrity endorser berpengaruh positif dan signifikan terhadap purchase
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