The Influence of Quality Perceptions, Social Media, Price Perceptions and Celebrity Endorsers on Purchase Intention with Brand Image as a Mediating Variable in Idemu Custome Furniture Products in Jakarta

Abstract

Abstract: This study was written with the aim of examining the effect of Perceived Quality, Social Media, Perceived Price, and Celebrity Endorsers on Purchase Intentions with Brand Image as a Mediation Variable on Idemu Custome Furniture Products in Jakarta. The population analyzed is all people who have an interest in buying Idemu furniture products, who understand Idemu products and know Idemu products in Jakarta. The calculation sample is calculated based on the number of indicators multiplied by 5, so that 215 respondents are obtained. The Structural Model was chosen as the method of analysis using PLS software. The results of the study show that Perceived Quality, Social Media, Perceived Price and Celebrity Endorsers have a positive effect on Brand Image. Brand Image, Social Media, Perceived Price have a positive effect on Purchase Intention, but Perceived Quality and Celebity Endorser have no influence on Purchase Intention.