PENGARUH CELEBRITY ENDORSER TERHADAP CITRA MEREK DAN NIAT BELI PADA KOSMETIK WARDAH

This study aims to analyze and explain the influence of celebrity endorser
on purchase intention, influence of celebrity endorser on brand image, influence of
brand image on purchase intention, influence of celebrity endorser on purchase
intention mediated by brand image.
This research was conducted on the people of Lombok, West Nusa Tenggara
with the object of Wardah cosmetic products with a total sample of 150 respondents
obtained through distributing questionnaires. The sampling technique used is
purposive sampling method based on community criteria. The analytical method
used is Structural Equation Modeling (SEM) which is processed through the AMOS
22.0.program
The results of this study indicate that celebrity endorsers have a positive
and significant effect on purchase intention on Wardah cosmetic products.
Celebrity Endorser has a positive and significant effect on Brand Image. Brand
image has a positive and significant effect on Purchase Intention. Brand Image is
able to mediate the influence of Celebrity Endorser on Purchase Intention.