Jurnal Manajemen Bisnis Krisnadwipayana
Vol 10, No 2 (2022): JURNAL MANAJEMEN BISNIS KRISNADWIPAYANA

EFEK DUKUNGAN SELEBRITI, CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI PELANGGAN INSTAGRAM

Yuaniko Paramitra (Fakultas Ekonomi Universitas Krisnadwipayana)
Nino Nopriandi Saleh (Unknown)

Article Info

Publish Date
04 Aug 2022

Abstract

The purpose of this study was to analyze the mediating effect of brand image and brand trust between celebrity endorsements and purchase intention of Instagram users. Respondents in this study were women Instagram users who followed Maudy Ayunda's Instagram as a marketing influencer for the pond's brand, the analytical method used was path analysis. The results of the study stated that the influence of celebrity support on Instagram users' purchase intention through brand image and brand trust was smaller than the direct influence of celebrity support on Instagram users' purchase intention.

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Journal Info
Jurnal Manajemen Bisnis Krisnadwipayana
Website

Abbrev

JMBK

Publisher

Universitas Krisnadwipayana

Subject

Economics, Econometrics & Finance Social Sciences

Description

Jurnal Manajemen Bisnis Krisnadwipayana, yang lebih dikenal dengan sebutan JMBK mulai dipublikasikan sejak awal tahun 2013 oleh Program Magister Manajemen Universitas Krisnadwipayana Jakarta. JMBK terbit 3 (tiga) kali dalam satu tahun, yaitu pada bulan Januari, Mei, dan September yang memuat ...