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All Journal Kinerja: Jurnal Ekonomi dan Manajemen Jurnal Ekonomi dan Manajemen Indonesia
Azizah, Aufa Niswatul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK POND’S (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kutai Kartanegara): Celebrity Endorsement, Brand Image, Purchase Intention Azizah, Aufa Niswatul; Handayani, Pinto Rukmi; S, Syahruddin
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 24 No 1 (2024)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v24i1.1586

Abstract

This research aims to determine the influence of celebrity endorsements on purchase intention through brand image as an intervening variable (case study of students from the Faculty of Economics and Business who use Pond's products). The population in this study were students from the Faculty of Economics and Business, Kutai Kartanegara University who used pond's products. The research sample was 83 students who used Pond's products. Sampling used Non Probability Sampling techniques with Purposive Sampling type and data analysis tools using Structural Equation Modeling (SEM) using Smart PLS version 4 software. The results of the research show that Celebrity Endorsements have an effect on Purchase Intention. Celebrity Endorsement influences Brand Image. Brand Image influences Purchase Intention. Celebrity Endorsement influences Purchase Intention through Brand Image.  
Pengaruh PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK POND’S (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kutai Kartanegara): Celebrity Endorsement, Brand Image, Purchase Intention Azizah, Aufa Niswatul; Handayani, Pinto Rukmi; S, Syahruddin
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 24 No 1 (2024)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v24i1.1586

Abstract

This research aims to determine the influence of celebrity endorsements on purchase intention through brand image as an intervening variable (case study of students from the Faculty of Economics and Business who use Pond's products). The population in this study were students from the Faculty of Economics and Business, Kutai Kartanegara University who used pond's products. The research sample was 83 students who used Pond's products. Sampling used Non Probability Sampling techniques with Purposive Sampling type and data analysis tools using Structural Equation Modeling (SEM) using Smart PLS version 4 software. The results of the research show that Celebrity Endorsements have an effect on Purchase Intention. Celebrity Endorsement influences Brand Image. Brand Image influences Purchase Intention. Celebrity Endorsement influences Purchase Intention through Brand Image.  
Pengaruh PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK POND’S (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kutai Kartanegara): Celebrity Endorsement, Brand Image, Purchase Intention Azizah, Aufa Niswatul; Handayani, Pinto Rukmi; S, Syahruddin
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 24 No 1 (2024)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v24i1.1586

Abstract

This research aims to determine the influence of celebrity endorsements on purchase intention through brand image as an intervening variable (case study of students from the Faculty of Economics and Business who use Pond's products). The population in this study were students from the Faculty of Economics and Business, Kutai Kartanegara University who used pond's products. The research sample was 83 students who used Pond's products. Sampling used Non Probability Sampling techniques with Purposive Sampling type and data analysis tools using Structural Equation Modeling (SEM) using Smart PLS version 4 software. The results of the research show that Celebrity Endorsements have an effect on Purchase Intention. Celebrity Endorsement influences Brand Image. Brand Image influences Purchase Intention. Celebrity Endorsement influences Purchase Intention through Brand Image.  
Pengaruh Celebrity Endorsement terhadap Purchase Intention melalui Brand Image Sebagai Variabel Intervening Azizah, Aufa Niswatul; Handayani, Pinto Rukmi; Syahruddin, Syahruddin
KINERJA Vol 21 No 2 (2024): Mei
Publisher : FEB Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jkin.v21i2.15030

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorsement terhadap purchase intention melalui brand image sebagai variabel intervening (studi kasus pada mahasiswa Fakultas Ekonomi dan Bisnis yang menggunakan produk Pond's). Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kutai Kartanegara yang menggunakan produk Pond's. Sampel penelitiannya adalah 83 siswa yang menggunakan produk Pond’s. Pengambilan sampel menggunakan teknik Non Probability Sampling dengan jenis Purposive Sampling dan alat analisis data menggunakan Structural Equation Modeling (SEM) dengan menggunakan software Smart PLS versi 4. Hasil penelitian menunjukkan bahwa celebrity endorsement berpengaruh terhadap purchase intention. Celebrity endorsement berpengaruh terhadap brand image. Brand image berpengaruh terhadap purchase intention. Celebrity endorsement berpengaruh terhadap purchase intention melalui Brand image.
Co-Authors Handayani, Pinto Rukmi S, Syahruddin Syahruddin Syahruddin