PENGARUH CREDIBILITY ENDORSER DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK KOPI JANJI JIWA - Zulqa'dah, Elsa Safira; Kusumaningrum, Nonik; Maharani, Bernadetta Diansepti (Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi, 2024)
Abstrak Penelitiain ini bertujuain untuk mengetahui pengaruh credibility endorser dan brand awareness terhadap purchase intention dengan brand image sebagai variabel mediasi pada produk Kopi Janji Jiwa di Yogyakarta. Populasi dan sampel yaing digunakan dalam penelitiain ini adalah konsumen yang berada di Yogyaiarta dengan kriteria perempuan dan berusia di atas 18 taihun, berjumlah 140 oraing, teknik pengambilan sampel yang dipakai adalah non probability sampling, dengan menggunaikain metode purposive sampling. Metode pengumpulain data menggunaikan penyebaran kuesioner. Ainalisis uji kuailitas menggunakan uji vailiditas dan uji reliabilitas, teknik analisis data menggunakan uji asumsi klasik, uji analisis linier berganda, uji hipotesis, uji koefisien determinasi dain uji sobel. Hasil penelitiain menunjukkain baihwa credibility endorser tidak berpengaruh positif dain signifikain terhadap brand image, brand awareness berpengairuh positif dan signifikan terhaidaip brand image, credibility endorser berpengairuh positif dain signifikain terhaidaip purchase intention, brand awareness berpengaruh positif dain signifikain terhaidaip purchase intention, brand image berpengaruh positif dan signifikain terhaidaip purchase intention, vairiaibel brand image tidak dapat memediasi credibility endorser terhadap purchase intention, dan variabel brand image mampu memediasi brand awareness terhadap purchase intention pada produk Kopi Janji Jiwa. Kaitai Kunci: Credibility endorser, Brand awareness, Brand image, Purchase intention Abstrack This research aims to determine the influence of endorser credibility and brand awareness on purchase intention with brand image as a mediating variable for payment for Kopi Janji Jiwa products in Yogyakarta.. The population of sample data used in this research is based on consumers in Yogyakarta with the criteria of female samples aged 18 years, numbering 140 people, the sample collection technique used is non-probability sampling, using the purposive sampling method. The data collection method uses questionnaires. Qualitative test analysis uses validity tests and reliability tests, data analysis techniques use classical assumption tests, linear analysis tests, hypothesis tests, coefficient of determination tests and Sobel tests. The results of the research show that endorser credibility does not have a positive and significant influence on brand image, brand awareness has a positive and significant influence on brand image, endorser credibility has a positive and significant influence on purchase intention, brand awareness has a positive and significant influence on purchase intention, brand image has a positive and significant influence on significant regarding purchase intention, brand image variables cannot mediate endorser credibility regarding purchase intention, and brand image variables can mediate brand awareness regarding purchase intention paid for Kopi Janji Jiwa products. Keywords: Endorser credibility, Brand awareness, Brand image, Purchase intention