Pengaruh Celebrity Endorser Terhadap Minat Beli Kosmetik Wardah Melalui Citra Merek Sebagai Variabel Intervening (Studi Pada Mahasiswi Muslimah di Solo Raya)

Utami, Della Wahyu Tri and , Dr. Muzakar Isa, SE, MSi (2021) Pengaruh Celebrity Endorser Terhadap Minat Beli Kosmetik Wardah Melalui Citra Merek Sebagai Variabel Intervening (Studi Pada Mahasiswi Muslimah di Solo Raya). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of celebrity endorser on purchase intention in Wardah cosmetics through brand image as an intervening variable (a study on Muslim female students in Solo Raya). The sampling method in this study using purposive sampling. The population and sample of this study were students of the Muhammadiyah University of Surakarta (UMS), the State Islamic Institute of Surakarta (IAIN Surakarta) and the Islamic University of Batik Surakarta (UNIBA Surakarta) who had purchase intention to buy Wardah cosmetic products and the number of respondents as sample in this study were 165 respondents. The type of data used in this study is primary data. Methods of data collection using a questionnaire via google form. This study used Smart-PLS as data analysis method. The results of the analysis in this study indicate that celebrity endorser has a positive and significant effect on purchase intention, celebrity endorser has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase intention, and brand image mediates the effect of celebrity endorser on purchase intention positively and significantly.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	celebrity endorser, brand image, purchase intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DELLA WAHYU TRI UTAMI
Date Deposited:	18 Feb 2021 13:12
Last Modified:	18 Feb 2021 13:12
URI:	http://eprints.ums.ac.id/id/eprint/89513

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