Abstract
This study aims to find out how the role of brand awareness mediates the relationship of endorser credibility with online purchase intention by using the online shopping site Bukalapak.com. The location of research was in Denpasar City with the number of respondents 110 people. Data analysis techniques used are Path Analysis. The results showed, brand awareness has positive and significant effect on purchase intention. Celebrity endorsers has positive and significant effect on brand awareness. Celebrity endorsers has positive and significant effect on purchase intention. Brand awareness able to mediate the influence of celebrity endorser on purchase potential Bukalapak.com.
Highlights
Penelitian ini bertujuan untuk mengetahui bagaimana peran brand awareness memediasi hubungan kredibilitas endorser dengan niat pembelian online dengan menggunakan situs belanja online Bukalapak.com
The purpose of this study is to explain the role of brand awareness to mediate the relationship between endorser credibility and online purchase intention using Bukalapak.com shopping site
If the celebrity endorser BukaLapak was considered to have low credibility, the purchase intention will be low. These results proved that using Mohammad Istiqamah Djamad "Payung Teduh" as a celebrity endorser is able to encourage the purchase intention of consumers in the city of Denpasar who have never bought online at BukaLapak.com
Summary
Penelitian ini bertujuan untuk mengetahui bagaimana peran brand awareness memediasi hubungan kredibilitas endorser dengan niat pembelian online dengan menggunakan situs belanja online Bukalapak.com. Endorsers according to Shimp (2014: 335), namely celebrity endorsers and non- celebrity supporters ( typical-person endorsers ) These endorsers must have some criteria, such as attractiveness and credibility to be able to attract the attention of the consumers through the physical, intellectual, lifestyle, and the expertise possessed by the endorser in accordance with the product or service to be advertised. Expertise refers to the knowledge, experience, or skills possessed by endorsers relating to the product being advertised. Brand awareness refers on the way to realize the potential customers as well as the current consumer of a product or service that can be measured via unaware brand , brand recognition, brand recall and top of mind (Merriska and Purnanegara 2012). Ads that are used as promotional media shown to have a role that is crucial in introducing a brand (Gunawan and Dharmayanti 2014)
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