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All Journal Equator Journal of Management and Entrepreneurship Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Syntax Literate: Jurnal Ilmiah Indonesia Dinamisia: Jurnal Pengabdian Kepada Masyarakat SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Martabe : Jurnal Pengabdian Kepada Masyarakat BULETIN AL-RIBAATH JURNAL PRODUKTIVITAS MBIA Jurnal Pengabdian Dharma Laksana Journal Of Management Science (JMAS) Jurnal Mantik Journal of Enterprise and Development (JED) Ilomata International Journal of Management Jurnal Ilmiah Manajemen Kesatuan Enrichment : Journal of Management Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Ekuilnomi Jurnal Pengabdian UNDIKMA Ilomata International Journal of Management ABDI EQUATOR Jurnal Pengabdian Masyarakat (ABDIRA) Jurnal Ekonomi Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) International Journal of Applied Finance and Business Studies JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Journal Research of Social Science, Economics, and Management Jurnal Multidisiplin West Science Socius: Social Sciences Research Journal Jurnal Bisnis dan Kewirausahaan El-Mujtama: Jurnal Pengabdian Masyarakat Jurnal Penelitian Pendidikan Indonesia JEMBA: Journal of Economics, Management, Business, and Accounting Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Multidisiplin Jurnal Pengabdian Masyarakat Mentari International Journal of Management, Economic and Accounting Ulil Albab Sasambo: Jurnal Abdimas (Journal of Community Service) Primary Journal of Multidisciplinary Research
M. Irfani Hendri
Universitas Tangjungpura
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Jurnal Multidisiplin

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The Influence Of Celebrity Endorsement And Price On Purchase Intention Mediated By Brand Awareness On Kahf Products Robita, Naufal Dzaki; Hendri , M. Irfani; Fitriana , Ana; Listiana , Erna; Ahmadi, Ahmadi
Jurnal Multidisiplin Vol. 1 No. 4 (2025): June
Publisher : CV. Utami

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jm.v1i4.261

Abstract

This study aims to analyze the influence of Celebrity Endorsement, Price, and Brand Awareness on Purchase Intention of Kahf products among the residents of Pontianak City. The research employs a quantitative method with a causal associative approach, and data were collected through an online questionnaire using a Likert scale, distributed to 204 purposively selected respondents. The analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0 software. The results indicate that Brand Awareness, Price, and Celebrity Endorsement have a significant effect on Purchase Intention, both directly and indirectly. Brand Awareness also acts as a mediator in the relationship between Price and Celebrity Endorsement and consumers’ Purchase Intention. These findings highlight the importance of brand strength, celebrity-based promotional strategies, and appropriate pricing in enhancing consumer interest in local products such as Kahf.
Co-Authors Adelia, Alfina Ahmad Shalahuddin, Ahmad AHMADI Ananda, Intan Cahya Ananda Ananda, Putri Andy Andy Anita Maharani Anwar Azazi Ari Widiyantoro Arman Jaya Asari, Rika Augustine, Intanie Ayong Hiendro Bagus Purmono, Bintoro Balqis, Nawal Baras, Theresa Putri Yunita Beny Tamrin Budhi Alfiyyah Alyaa Dahlia Dahlia Damianus, Gosta Daud , Ilzar Daud, Ilzar Dedi Haryadi Dedi Haryadi Dina Setyawati Dody Pratama Marumpe Efa Irdhayanti Endang Kristiawati, Endang Erlani Erlani, Erlani Erna Listiana Fahmi, M. Fahriansyah Fahriansyah Fahruna, Yulyanti Fatchur Rochman Fauzan, Rizky Febriadi , M Alfin Fenni Supriadi Ferdianti, Ferdianti Fitriana , Ana Giriati Giriati Handi Brata Hanifa, Sarah Hasan Ashari Oramahi Hasanudin Hasanudin Hasanudin Hasanudin Hasanudin Hasanudin Helma Malini Helma Malini, Helma Heni Safitri Heriyadi Heriyadi, Heriyadi Iffa, Rikhlatul Ignatia, Juliana Ikram Yakin Ilzar Daud Ilzar Daud Iman Kalis, Maria Chirstiana Irdhayanti , Efa Irdhayanti, Efa Janiarti, Della Juanda Astarani Juanda Astarani Julhuda Julhuda Juniwati Kalis, Maria Christiana Imam Kalis, Maria Christiana Iman Kamarullah Karsim, Karsim Kautsar, Gandhy Muhamad Kiki Prio Utomo Kiki Prio Utomo KURNIA KURNIA, KURNIA Levina, Widya Liani, Liani Listiana , Erna Lutian, Kristin Mailisa, Yessi Maria Christiana Iman Kalis Maria Christiana Iman Kalis Maria Christiana Iman Kalis Maria Christiana Iman Kalis Maria Christiana Iman Kalis, Maria Christiana Maria Christiana l Kalis Mazayatul Mufrihah B11212091 Megawati - Meirani Harsasi Muhammad Afif Muhammad Fahmi Muhsin Muhsin Mustarudin Nafsiatun Natalia Natalia Nova Arestia Pramana Saputra Prio Utomo, Kiki Purmono, Bintoro Bagus Ramadania Ramadania, Ramadania Ramadhan, Rizani Ridhota Madini Ridwansyah Ridwansyah Rifki, Maulana Radiyan Rika, Septiani Robita, Naufal Dzaki Rochayati, Indarti Ruqiah Ganda Putri Panjaitan Rustam Rustam Sari Rusmita Sigit Wicaksono, Angga Silvanus Ilvan Somak Sukma Febrianti Sulastri, Ria Syahbandi Syahbandi Syahbandi Syahbandi Syal, Adrian Syarif Maula Andriansyah Titik Rosnani Titik Rosnani Uray Ndaru Mustika Utomo, Kiki Prio Vera, Alensia Anjelika Veronica, Rizka Vitriyan Espa Vitriyan Espa Vitriyan Espa Wahyu Wijayanto Wardhani, Dini Sukma Wenny Pebrianti Wenny Pebrianti YANTO YANTO Yulia Ekawati Tasbita Yuliati Indrayani Yulyanti Fahruna