Dampak Celebrity Endorser Terhadap Minat Beli Merek 3 Second Melalui Variabel Intervening Brand Image
DOI:
https://doi.org/10.29407/nusamba.v10i1.22237Keywords:
celebrity endorsement, brand image, buying intentionAbstract
Research aim: The purpose of this research is to analyze the influence of celebrity endorsers and brand image on purchase intention, also which of the celebrity endorsers' dimensions has the strongest influence
Method: The type of research used in this research is explanatory, and the method used is quantitative. The authors used a questionnaire to collect data, distributed to 167 3 second consumer respondents.
Research Finding: The results of this research show that Al Ghazali, as the endorser of the 3-second brand, has a positive influence. There is a significant correlation/relationship between dimensions, including celebrity endorsement and purchase intention through brand image. The expertise dimension is the most dominant for brand image.
Theoretical contribution/: This research contributes to the research on how celebrity endorsers influence purchase intention through brand image and also shows which factors in celebrity endorsement are more dominant for brand image so that companies can consider them when choosing a celebrity endorser.
Practical implication: Companies, especially those operating in the fashion industry, can consider the celebrity endorsement factors contained in this research when selecting celebrity endorsers, especially by paying attention to factors that have the highest level of influence on consumers. This can increase consumers' purchase intentions and push up sales.
Research limitation: This research has limitations in the location, which is a company operating in the fashion industry
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Copyright (c) 2025 Tubagus Difa Ghifari , Lisa Jolanda Catherine Polimpung, Fransisca Mulyono, Fransisca Mulyono, Fransisca Mulyono, Shibli Jamal Shariff Asad
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