The Impact of L'Oréal Paris Fall Repair‘s Celebrity Endorsement towards Consumer Purchase Intention with Brand Image as a Mediating Variable | Widjaja | iBuss Management 3726 7052 1 SM
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All of the celebrity endorsement factors (physical attractiveness, expertise, trustworthiness, and congruity) give a simultaneous influence on customer
There are significant influence of Online Consumer Review and Celebrity Endorsement on Customer Purchase Intention to Nanospray MCI product simultaneously. Online Customer Review
Congruence has a positive effect on influencing purchase intention, supporting (Pradhan et al., 2016; Rocha et al., 2020) that the celebrity and the brand image of the endorsed
Oleh karena itu, tim peneliti tertarik untuk melihat apakah benar Celebrity Endorsement yang dilakukan oleh boyband BTS berpengaruh terhadap Purchase Intention produk
Dengan menggunakan metode persamaan regresi berganda, dapat disimpulkan bahwa variabel Brand Image dan Purchase Intention merupakan faktor yang dapat berpengaruh positif
Path Analysis The path analysis is used to find out whether the Celebrity Endorsement and Advertisement Message is having direct or indirect influence towards the Purchase Intention
Article History: Submitted 06-09-2022, Revised 18-09-2022, Accepted 21-10-2022 The Influence of Celebrity Worship on Celebrity Endorsement Towards Purchase Decisions in West Java
Hipotesis keempat dalam penelitian ini yang menyatakan bahwa Celebrity Endorsement berpengaruh terhadap Purchase Intention melalui Perceived Value pada produk Top Coffee di Surabaya
