PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE DAN DAMPAKNYA PADA PURCHASE INTENTION PRODUK PERAWATAN MS GLOW
| Main Author: | Sari, Devy Permata |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/61436/87/PENDAHULUAN.pdf http://eprints.umm.ac.id/61436/3/BAB%20I.pdf http://eprints.umm.ac.id/61436/4/BAB%20II.pdf http://eprints.umm.ac.id/61436/5/BAB%20III.pdf http://eprints.umm.ac.id/61436/67/BAB%20IV.pdf http://eprints.umm.ac.id/61436/68/BAB%20V.pdf http://eprints.umm.ac.id/61436/69/LAMPIRAN.pdf http://eprints.umm.ac.id/61436/ |
Daftar Isi:
- MS Glow is a company engaged in the field of care and beauty that provides skincare, bodycare and cosmetic products. This study aimed to analyze the effect of celebrity endorser on brand image and its impact on the purchase intention of MS Glow's care products in Malang. The sample size was 96 respondents, with a purposive sampling method. Data analysis techniques using path analysis. Data collection techniques in this study used a questionnaire. The results showed that celebrity endorser had a significant effect on brand image, brand image had a significant effect on purchase intention, celebrity endorser had no significant effect on purchase intention but brand image could mediate the effect of celebrity endorser on purchase intention.