The Influence of Celebrity Endorsement on Purchase Intention through Brand Image

Megayani, Megayani (2019) The Influence of Celebrity Endorsement on Purchase Intention through Brand Image. [JAM] Jurnal Akuntansi dan Manajemen. ISSN 2527-4783

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Abstract

The research purpose is to analyzed impact celebrity endorsement to purchase intention through brand image as intervening variable on Geprek Ayam Bensu in East Jakarta. The strategy research used explanatory research and association research. The population is customers Geprek Ayam Bensu in East Jakarta and using sample as much 117 respondents. Method used quantitative research. The analyzing technique use structural equation modeling analysis. The result research is: (1) celebrity endorsement not have impact significant to purchase intention. (2) brand image has impact significant to purchase intention. (3) celebrity endorsement has impact significant to brand image.

Item Type: Article
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Megayani
Date Deposited: 06 Mar 2021 01:28
Last Modified: 06 Mar 2021 01:53
URI: http://repository.stei.ac.id/id/eprint/3985

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