Pengaruh Celebrity Endorsement Terhadap Purchase Intention Yang Dimediasi Oleh Brand Awareness dan Perceived Value Produk Scarlett Whitening di Kota Banda Aceh

Nabilah Sri Muthia, Jasman J Ma’ruf

Abstract


This study aims to determine the effect of celebrity endorsement on purchase intention through brand awareness and perceived value of Scarlett Whitening products in Banda Aceh City. Data were obtained through a survey of 180 people as a sample representing the study population and using a questionnaire as a data collection instrument. The sample technique used is non-probability sampling with convenience sampling technique. Statistical product and service solutions (SPSS) are used as an analytical method to determine the influence of the variables involved. The results showed that there was a significant influence between celebrity endorsement on brand awareness and perceived value, so that brand awareness and perceived value were able to mediate the impact of celebrity endorsement on purchase intention.

 


Keywords


Celebrity Endorsement; Purchase Intention; Brand Awareness; Perceived Value

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DOI: https://doi.org/10.24815/jimen.v9i1.25582

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.