DOI: https://doi.org/10.9744/pemasaran.12.1.53─60

PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI PADA PRODUK GREEN TEA ESPRECIELO ALLURE

Livya Setiawan

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh Celebrity Endrosement terhadap Purchase Intention dengan mempertimbangkan faktor Brand Awareness. Penelitian ini akan dilaksanakan dengan menyebarkan angket/kuesioner kepada 100 orang responden yang pernah melihat Celebrity Endorsement di Instagram terhadap Green tea Esprecielo Allure. Teknik analisa yang digunakan merupakan teknik analisa kuantitatif.Hasil penelitian dari 100 masyarakat yang pernah melihat Advertising Celebrity Endorsement produk green tea Esprecielo Allure di Social media Instagram menemukan bahwa Celebrity Endorsement berpengaruh positive terhadap Purchase Intentionsecara langsung maupun tidak langsung melalui Brand Awareness

Keywords


Celebrity endorsement, brand awareness, purchase intention

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DOI: https://doi.org/10.9744/pemasaran.12.1.53─60