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Submitted
25 October 2022
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6 June 2023
Published
6 June 2023
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Abstract

Penelitian ini ditujukan untuk mengetahui hubungan pengaruh celebrity endorsement terhadap purchase intention konsumen produk kecantikan melalui mediasi brand image dan brand attitude yang diukur dengan 15 indikator. Penelitian ini menggunakan metode kuantitatif dengan pengambilan sampel menggunakan cara non-probability sampling. Adapun teknik non-probability sampling yang dipilih dalam penelitian ini adalah purposive sampling. Penelitian ini menggunakan 100 responden wanita konsumen produk kecantikan. Hasil pengujian terdapat dua hipotesis yang ditolak yakni H2 yang menunjukkan hasil brand image tidak berpengaruh signifikan dan positif terhadap purchase intention dan H5 yang menunjukkan hasil brand image tidak berpengaruh signifikan dan positif dalam memediasi celebrity endorsement terhadap purchase intention. Sedangkan, H1, H3, H4, H6, dan H7 diterima dalam penelitian ini.

Keywords

celebrity endorsement brand image brand attitude purchase intention

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Copyright (c) 2023 Karina Nur Jannah, Pepey Riawati Kurnia, Rike Penta Sitio

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Jannah, K. N., Kurnia, P. R., & Sitio, R. P. (2023). Peran Celebrity Endorsement dalam Mendorong Niat Beli Beauty Product dengan Brand Image dan Brand Attitude Sebagai Mediator. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(2), 161–180. Retrieved from https://journal.uii.ac.id/selma/article/view/25854
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