PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Geprek Ayam Bensu di Rawamangun Periode 2018)

Megayani, Megayani and Marlina, Ellen (2019) PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Geprek Ayam Bensu di Rawamangun Periode 2018). Jurnal Akuntansi dan Manajemen Vol. 16 No. 01, April 2019, 16 (01). pp. 175-193. ISSN 1693-8364

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Abstract

The research purpose is to analyzed impact celebrity endorsement to purchase intention throught 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 respondent. 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 have impact significant to purchase intention. (3) celebrity endorsement have impact significant to brand image.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Divisions: S1 Akuntansi
Depositing User: Megayani
Date Deposited: 01 Sep 2020 09:22
Last Modified: 01 Sep 2020 09:22
URI: http://repository.stei.ac.id/id/eprint/652

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