PENGARUH CELEBRITY ENDORSEMENT (AFGANSYAH REZA) TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI PADA PRODUK VIVO SMARTPHONE

Abstract

ABSTRACT

 

The objectives of this study are: 1) To find out the Celebrity Endorsement has an effect directly on Purchase Intention. 2) To find out Celebrity Endorsement directly affects Brand Awareness. 3) To find out which Brand Awareness directly influences Purchase Intention. 4) To find out Celebrity Endorsement has an indirect effect on Purchase Intention.

This research was conducted by distributing questionnaires to 100 respondents who had seen Celebrity Endorsement research on Meteor Cell Malang. The type of research used in this study is explanatory research with a quantitative approach. The results found that Celebrity Endorsement had a positive effect on Purchase Intention, Celebrity Endorsement was stated to have a positive effect on Brand Awareness, Brand Awareness had a positive effect on Purchase Intention, Celebrity Endorsement through Brand Awareness was stated to have a positive influence on Purchase Intention so Brand Awareness could mediate between Celebrity Endorsement of Purchase Intention.

Keywords: Celebrity Endorsement, Purchase Intention and Brand Awareness