Pengaruh Celebrity Endorsementterhadap Purchase Intention Denganbrand Image Sebagai Variabel Intervening (studi Kasus Iklan Produk Perawatan Kecantikan Pond’s)
Year: 2015
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the influence of Credibility , Attractiveness , and Power to Purchase Intention beauty products Pond'sdengan consider factors Brand Image ( Sincerity , Excitement , Competence , and Shophistication ) .Penelitian conducted by distributing questionnaires to 100 respondents who had seen the ads Pond's in the last 2 months . Analysis technique used is the technique of quantitative analysis analysis.Hasil path method showed that the variables that have a significant effect only Attractiveness, Power , Brand image and Purchase intention
Source: Jurnal Manajemen Pemasaran
Authors: Finna Anastasia Wijaya, Sugiono Sugiharto
Institution: Petra Christian University
Language: Indonesian
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2176421873