PERAN MEDIASI BRAND IMAGE PADA PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PRODUK SKIN CARE NATURE REPUBLIC
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https://doi.org/10.9744/jmp.17.1.24-30
Keywords:
celebrity endorsement, purchase intention, brand imageAbstract
Penelitian terdahulu menunjukkan bahwa celebrity endorsement berpengaruh terhadap purchase intention konsumen. Walaupun demikian, mekanisme yang menghubungkan kedua variabel tersebut sering kali tidak menjadi topik bahasan. Penelitian ini bertujuan untuk meneliti brand image sebagai variabel intervening pada pengaruh celebrity endorsement terhadap purchase intention. Skin care Nature Republic dengan group vokal NCT 127 asal Korea sebagai celebrity endorser menjadi obyek penelitian ini. Data berasal dari penyebaran kuesioner secara purposive sampling kepada 170 responden pengguna produk skin care Nature Republic selama 3 bulan terakhir (Januari-Maret 2021), yang mengenal brand Nature Republic, dan familiar dan paham karakter NCT 127. Teknik analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa brand image memiliki peran mediasi pada pengaruh signifikan celebrity endorsement terhadap purchase intention.
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