PENGARUH CELEBRITY ENDORSEMENTTERHADAP PURCHASE INTENTION DENGANBRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI KASUS IKLAN PRODUK PERAWATAN KECANTIKAN POND’S)

Finna Anastasia Wijaya (Alumnus Program Manajemen Pemasaran, Universitas Kristen Petra Jl. Siwalankerto 121–131, Surabaya)
Sugiono Sugiharto (Program Manajemen Pemasaran, Universitas Kristen Petra Jl. Siwalankerto 121–131, Surabaya)

Jurnal Manajemen Pemasaran
Vol. 9 No. 1 (2015): APRIL 2015

This study aims to analyze the influence of Credibility , Attractiveness , and Power to Purchase Intention beauty products Pond'sdengan consider factors Brand Image ( Sincerity , Excitement , Competence , and Shophistication ) .Penelitian conducted by distributing questionnaires to 100 respondents who had seen the ads Pond's in the last 2 months . Analysis technique used is the technique of quantitative analysis analysis.Hasil path method showed that the variables that have a significant effect only Attractiveness, Power , Brand image and Purchase intention