PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP MINAT BELI PADA TOKO PINANG PALEO DENGAN BRAND CREDIBILITY SEBAGAI VARIABEL INTERVENING

Abstrak

The goal of this study is to determine the effect of Celebrity Endorser and Brand Image on Purchase Intention with Brand Credibility as an intervening variable. The study was conducted on consumer at the Pinang Paleo store with total of 99 respondents. This study applied purposive random sampling technique and used the Slovin formula for sample determination. This study is a quantitative research using descriptive data analysis techniques, path analysis, classical assumption test, data quality test and hypothesis test. The data were processed using the IBM SPSS Statistic 25 program. Based on the results of this study was found, Celebrity endorser partially had no positive effect on brand credibility, brand image partially had a positive effect on brand credibility, celebrity endorser and brand image had a positive effect on brand credibility simultaneously, celebrity endorser partially had a positive effect on purchase intenton, brand image partially had no positive effect on purchase intention, celebrity endorser and brand image simultaneously had a positive effect on purchase intention, brand credibility partially had a positive effect on purchase intention, brand credibility considered not able to significantly influence the relationship between celebrity endorser on purchase intention and the same result is obtained between brand image on purchase intention which didn’t positive brand credibility