JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION DENGAN ATTITUDE SEBAGAI VARIABEL MEDIASI (Studi Pada Skincare Glad2Glow di Yogyakarta)

Alda Kaniza, Yosy (Unknown)
Cahya, Agus Dwi (Unknown)
Indraswari, Nurul Myristica (Unknown)

Article Info

Publish Date
30 Jul 2026

Abstract

This study analyzes the influence of content marketing and celebrity endorsers on purchase intention, with attitude as a mediating variable among Glad2Glow skincare consumers in Yogyakarta. A quantitative approach was applied, with 183 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that content marketing and celebrity endorsers have a positive and significant effect on both purchase intention and attitude, and that attitude has a positive and significant effect on purchase intention. Attitude also mediates the effect of content marketing and celebrity endorsers on purchase intention. Keywords: Content Marketing; Celebrity Endorser; Attitude; Purchase Intention; Glad2Glow

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...