Peran Brand Image Memediasi Pengaruh Kredibilitas Celebrity Endorser terhadap Purchase Intention Produk Nescafe Ice Roast (Studi pada Masyarakat di Kabupaten Badung)

Ni Made Yudila Putri (Universitas Udayana)
I Gst. A. Kt. Gd. Suasana (Universitas Udayana)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 5 No. 3 (2025): Jurnal Ekonomi dan Manajemen

The coffee beverage industry in Indonesia is experiencing rapid growth; however, intense competition poses challenges for coffee brands to attract consumer attention. Nescafe Ice Roast, as one of the products from PT. Nestle Indonesia, seeks to enhance its appeal through the use of celebrity endorsers. This study aims to analyze the role of brand image in mediating the influence of celebrity endorser credibility on the purchase intention of Nescafe Ice Roast products. The method used is non-probability sampling with a purposive sampling technique, and data collection is conducted through a survey using questionnaires involving 100 respondents. The analysis techniques employed include path analysis, Sobel testing, and VAF (Variance Accounted For) analysis. The results indicate that celebrity endorser credibility significantly affects purchase intention, celebrity endorser credibility significantly influences brand image, brand image significantly impacts purchase intention, and brand image is capable of mediating the effect of celebrity endorser credibility on purchase intention. The implications of this research support previous findings and provide practical guidance for Nescafe Ice Roast management in marketing strategies, focusing on strengthening brand image and selecting the right celebrity endorser to enhance consumer purchase intention.