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All Journal Ekonomi Bisnis Fokus Ekonomi Jurnal Ekonomi Dan Bisnis Jurnal Riset Jakarta Jurnal Manajemen Bisnis Journal of Innovation and Community Engagement Jurnal Locus Penelitian dan Pengabdian Eduvest - Journal of Universal Studies IIJSE Fokus Abdimas Journal of Indonesia Marketing Association
Salim, Lina
Universitas Katolik Indonesia Atma Jaya
Aerospace Engineering Arts Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Health Professions Mathematics Neuroscience Social Sciences Other

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Journal : Eduvest - Journal of Universal Studies

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Celebrity Endorsement Role, Brand Image, and Brand Credibility Influence Purchase Intention Andryani, Praditia; Salim, Lina
Eduvest - Journal of Universal Studies Vol. 4 No. 6 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i6.1189

Abstract

This study aims to analyze the mediating effect of brand image on the role of celebrity endorsement and brand credibility on the purchase intention of the Samsung Z Flip 5 smartphone. This quantitative research uses structural equation modeling (SEM) with SmartPLS. The results of this study state brand credibility has a positive effect on brand image, and brand image mediates a direct effect on brand credibility with purchase intent. Meanwhile, brand credibility has no significant effect on purchase intent. Celebrity endorsements have no significant effect on brand image. Brand image does not mediate influence in the relationship between celebrity endorsements and purchase intent. The research's implications include the necessity of collaborating with stakeholders and fostering trust in order to raise interest in purchasing the Samsung Z Flip 5 smartphone.
Co-Authors Abigail Pasaribu Alberta Ines Novenia Andria, Sukma Andryani, Praditia Ari Setiyaningrum Clara Rismawati Efendi Efendi Kevin Benitto Hartono Lius, Silvianie Rendy Sumara Setyo, Jessica Nathaline Sofiawati, Rifa Tan Alvin Kornelius Tanjaya Teguh, Christanto Utami, Novia Utami, Novia