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Peran Brand Image Memediasi Pengaruh Kredibilitas Celebrity Endorser terhadap Purchase Intention Produk Nescafe Ice Roast (Studi pada Masyarakat di Kabupaten Badung) Ni Made Yudila Putri; I Gst. A. Kt. Gd. Suasana
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 3 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i3.7363

Abstract

The coffee beverage industry in Indonesia is experiencing rapid growth; however, intense competition poses challenges for coffee brands to attract consumer attention. Nescafe Ice Roast, as one of the products from PT. Nestle Indonesia, seeks to enhance its appeal through the use of celebrity endorsers. This study aims to analyze the role of brand image in mediating the influence of celebrity endorser credibility on the purchase intention of Nescafe Ice Roast products. The method used is non-probability sampling with a purposive sampling technique, and data collection is conducted through a survey using questionnaires involving 100 respondents. The analysis techniques employed include path analysis, Sobel testing, and VAF (Variance Accounted For) analysis. The results indicate that celebrity endorser credibility significantly affects purchase intention, celebrity endorser credibility significantly influences brand image, brand image significantly impacts purchase intention, and brand image is capable of mediating the effect of celebrity endorser credibility on purchase intention. The implications of this research support previous findings and provide practical guidance for Nescafe Ice Roast management in marketing strategies, focusing on strengthening brand image and selecting the right celebrity endorser to enhance consumer purchase intention.
Co-Authors A.A Made Widia Adinata A.A. Sagung Dewi Pratiwi AA Ayu Atika Paramitha Wendha Agus Md Yoga Iswara Akbar Cahyo Wibowo Anak Agung Ayu Sriathi Anak Agung Gede Suarjaya Chandra, Wayan Haris Cok Istri Shintia Dewi Haruna Pemayun Dayananda Sarasvati Mas Putri Desak Ayu Made Marcellina Dewi Giri Putri Dewa Ayu Wina Ariyunita Supar Gede Bayu Rahanatha Gede Suparna Giantari, I Gst. Ayu Kt. Gregorius Titan R.D I Gde Ketut Warmika I Gede Dedek Marjiana Kusuma I Gede Wardana I Gst. Agung Gede Dirgantara Kusumajaya I Gusti Nyoman Wiradarma I Ketut Rahyuda I Made Dana I Made Denny Wahyu Aditya I Made Stevana Adi Santhika Sudirman I Made Wardana I Putu Febryantha Mantala I Putu Gde Sukaatmadja I Putu Krisna Meiyasa I Wayan Lanang Pastika Ida Ayu Putri Laksmidewi Purba Ida Ayu Rai Wasundari Ida Bagus Wiwekananda Intan Maitri Ketut Juliartini Krisna Dwipayana, I Gede Luh Ayu Mulyaningsih Luh Gede Sri Artini Made Ayu Nata Pradnyawati made yunita dwiartini Ni Kadek Yora Yohana Ni Luh Made Manasaputri Sri Autami Ni Made Ayu Sukma Chrisnadewi Ni Made Dwi Sanjiwani Ni Made Padmawati Ni Made Yudila Putri Ni Nyoman Ayu Suri Tri Cahyaning Dewi Ni Nyoman Kerti Yasa Ni Nyoman Manik Yistiani Ni Putu Arista Diana Putri Ni Putu Ayu Vanni Prabandari Ni Putu Citra Prahastuti Ni Putu Evi Agustini Ni Wayan Ayuk Sugiantari Ni Wayan Ekawati Ni Wayan Jeni Kursita Yanti Ni Wayan Shella Jaya Anggraini Ni Wayan Sri Suprapti Nuraqni Dwi Bunga Lestari Nyoman Shanti Pranithi Karita Putu Ayu Dian Darmayanti putu ogi sayoga Putu Yudi Setiawan Putu Yudi Setiawan Ratna Aristiya Dewi Anggraeni Rizki Rachmad Dwinanto S.Pd. M Kes I Ketut Sudiana . SASTRINA, Tia Siwi Manganti Tjok Gde Raka Sukawati Vania Dwi Alfiana Putri