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Asep Kurniawan
IAIN Syekh Nurjati Cirebon
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PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN MEDIASI BRAND IMAGE DAN MODERASI NEGATIVE PUBLICITY Mulyana, Helmi; Hurriyati, Ratih; Kurniawan, Asep; Widjajanta, Bambang
Image : Jurnal Riset Manajemen Vol 11, No 2 (2022): IMAGE : Jurnal Riset Manajemen, November 2022
Publisher : Universitas Pendidikan Indonesia

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Abstract

The existence of industrial technology 4.0 plays a big role in aspects of human life. One of them is the increasing role of the internet in daily activities to find product/service information and social media to promote it. The low public interest in buying indicates that the competitiveness of Indonesian local cosmetic products is still lacking. The purpose of this study was to determine the description and influence of the celebrity endorser, purchase intention, and brand image variables. This research is descriptive verification with a quantitative approach. The research sample was 100 female respondents. The sampling technique used is purposive sampling. The results showed that the celebrity endorser was in the fairly strong category, the brand image in the strong category, purchase intention in the fairly high category. Data analysis shows that there is a significant positive effect of the celebrity endorser, purchase intention, and brand image variables either directly or indirectly. The role of brand image in mediating the influence of celebrity endorsement on purchase intention shows that entrepreneurs of local cosmetic products must be able to manage and provide strategies for the sustainability of local cosmetic products. It aims to attract attention/attraction so that consumer buying interest increases.
Co-Authors Abdurahman, Khairul Rizal Abdussalaam, Falaah Abikusna, R. Agus Achmad Fachri Agustin, Putri Leonita Alam Rahmatulloh Alwan, Hafid Amelia, Lita Andri Irawan Anis Rosyidah Anjilni, Ratih Qadarti Anton Irawan Aulia, Selvina Bahreisy, Afghani Mahmuda Bambang Widjajanta, Bambang Budiarti, Erika Mei Chartady, Rachmad Dermawan, Gisna Fauzian Desi Eri Kusumaningrum Dicky Yudhantaka, Mochamad Dinda Kadarwati Dini Destiani Siti Fatimah Djubaedi, Dedi Eka Yulianti Erlinda, Ida Evangalista, Leni Fachroni Arbi Murad Fatih, Muhammad Al Fauzan, Darisman Muhamad Ferdiansyah, Riki Firduas Firmansyah, Bambang Hadai Yani Fitri, Gina Hakim, Ibrahim Al Hamidah, Wanda Rizki Hasani, Aceng Haspari, Yuri Hendradinata Herawati, Siti Hery Widijanto Hidayatullah, M. Fikri Holle, Mohammad H. I Ketut Sucita Icih, Icih Iik Muhamad Malik Matin Indah Umiyati INDRA HERMAWAN Indri Neforawati, Indri Intan Anggari, Shierra Isla, Ruby Jamaluddin Kadarwati, Dinda Kurjono, Kurjono Ludiya, Eka Lutfiah, Laily Maria Agustin Maria Agustin Maulidi Putri, Zakiah Maulidi, Sa’bani Muhammad Yusup Mulyana, Aam Rachmat Mulyana, Helmi Mulyawati, Sindi Murad , Fachroni Arbi Murad, Fachroni Arbi Muspiroh, Novianti Mustofa Mustofa Musyaffa, Syifa Hana Nandang Budiman Nazier, Daeng M. Ngulya, Miftahul Nina Nurhasanah, Nina Noviar, Yan Nulhakim, Lukman Nur Antoni ET Nur Fauzi Soelaiman Nuraprianti, Desi NURINDAH NURINDAH Nurmansyah, Abdul Ahmad Hafidh Nurtjahjadi, Edi Panuntun, Tomy Raka Pasai, Muda Wali Samudra Prasetya, Eka Rima Prihatin Oktivasari Purnomo, Listiya Ike Rahim, Sucita Kencana Rasto, R. Rasto, Rasto Rasyiidin, Muhammad Yusuf Bagus Ratih Hurriyati Ratna Widya Iswara Ratna Widya Iswara, Ratna Widya Rini Mulyani Sari Rofi Rofaida Royhan, Royhan Saadiah, Ai Dina Samuel, Meilani Eliana Sarlina, Leni Sarroh, Lailatus Sendi, Cahyani Rizki Shabrina, Adhe Nayla Shidqi, Muhammad Husein Lisan Siam, Siam Sigarlaki, Faizal Fardhani Siti Hadijah, Hady Siti Maesyaroh, Siti Sri Mulyati Sulastri, Heni Suryani, Delina Susinah Kuntadi Suwandi Suwandi Suwandi Syamsi Dwi Cahya Taha, Roshaiza Tantowi, Yusuf Ali Tarigan, Ita Augustina Tatang Tatang Herman, Tatang Teguh Kurniawan Tiar Busyeri, Azzam Toni Okviyanto Tony Seno Aji Ulfah, Annisa Ulkarimah, Sopa Ultsa, Fachrudin Wahyudi, Ickhsanto Waluyo, Marcel Pesa Dwi Widia Febriana, Widia Yazid Bindar Yoga Gibrani, Gilang Yun Yun, Yun Zakiya, Ilma Zumaroh Zumaroh, Zumaroh