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Anastasia Andrea Widjaja, Anastasia Andrea
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Decision Sciences, Operations Research & Management

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The Impact of LOréal Paris Fall Repair‘s Celebrity Endorsement towards Consumer Purchase Intention with Brand Image as a Mediating Variable Widjaja, Anastasia Andrea
iBuss Management Vol 3, No 2 (2015): iBuss Management
Publisher : iBuss Management

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Abstract

Hair fall problem had been in the second rank for the most common hair problems faced by women in Indonesia since 2010 to 2014. Hence, LOréal Paris Fall Repair that was just launched in 2013 has had potential chance to fulfill market need. However, LOréal Paris Fall Repair needs to compete with other famous hair fall brands. Therefore, this research is conducted to help analyzing the current LOréal Paris Fall Repair’s celebrity endorsement is.  The primary data of this research comes from 117 filled questionnaires. Afterwards, path analysis is used to identify the relationship of independent, mediating, and dependent variable. The result indicates that there is significant positive impact of LOréal Paris Fall Repair’s celebrity endorsement towards consumer purchase intention with brand image as a mediating variable.Keywords: Celebrity Endorsement, Brand Image, Consumer Purchase Intention, Path Analysis  
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