E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 02

Peran Mediasi Brand Credibility Pada Pengaruh Celebrity Endorsement Terhadap Buying Intention (Studi Kasus Pada Produk Samsung Indonesia di Samsung Shop Melalui Platform Instagram)

Hafizhah, Eltanadia Nasywa (Unknown)
Pardiman, Pardiman (Unknown)
Rachmadi, Kartika Rose (Unknown)

Article Info

Publish Date
07 Aug 2025

Abstract

Abstract This research aims to determine the mediating role of brand credibility on the influence of celebrity endorsement on buying intention. This research uses a quantitative approach. The sampling technique used Malhotra's formula with the results of calculating 80 samples. The data analysis technique used in this research is descriptive analysis and SEM with the Smart PLS software tool. The research results show that the mediating role of brand credibility has a significant effect on celebrity endorsement and buying intention. Keywords: Keywords: Brand Credibility, Celebrity Endorsement, Buying Intention

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Journal Info
E-JRM
Website

Abbrev

jrm

Publisher

Universitas Islam Malang

Subject

Economics, Econometrics & Finance

Description

E-JRM : Elektronik Jurnal Riset Manajemen merupakan salah satu jurnal publikasi ilmiah yang diterbitkan oleh Fakultas Ekonomi Dan Bisnis , Universitas Islam Malang dengan nomor ISSN 2302-6200 yang memiliki fokus keilmuan pada bidang Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sumber Daya ...