Pengaruh Brand Image, Brand Ambassador Dan Celebrity Endorsement Terhadap Minat Beli Konsumen Pada Produk Skincare Ms Glow (Studi Kasus Pada Mahasiswa Feb Angkatan 2019

Abstract

Abstract

 

The purpose of this studi was to determine the effect of brand image on consumer purchase intention, to determine the effect of brand ambassadors on consumer purchase intention, to determine the effect of celebrity endorsement on consumer purchase intention. The type of research used in this research is quantitative research. Based on sample collection using the purposive sampling method with a sample of 90 respondents from FEB Unisma class of 2019. The hypothesis test was carried out using instrument tests, normality tests, and multiple linear regression tests. The results of this studi indicate that the brand image variable has a significant and significant effect on consumer buying interest, the brand ambassador variable has an significant and significant effect on consumer buying interest and the celebrity endorsement variable has a significant and significant effect on consumer buying interest.

 

Keywords: Brand Image, Brand Ambassador, Celebrity Endorsement, Consumer Buying Interest