The Effect of Celebrity Endorsement on Buying Interest through Brand Image

• Author(s): Rina Rahmawati ; Sherly Hesti Erawati
• Paper ID: 1703588
• Page: 144-149
• Published Date: 08-07-2022
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 6 Issue 1 July-2022

Abstract

The purpose of this study was to investigate the direct and indirect effects of a celebrity endorsement on buying interest through brand image, and the role of brand image as a mediating variable between a celebrity endorsement and buying interest of MS Glow facial care products. The population and sample of this study were active Food Technology students at Muhammadiyah Malang University. The research sample consisted of 80 participants. This was descriptive and explanatory research, which used a quantitative approach. Data were analyzed using PLS-SEM. The results were: (1) the celebrity endorsement had a significantly positive influence on the buying interest and brand image of MS Glow skincare (2) brand image had a significantly positive influence on buying interest, and (3) brand image mediates the influence of the celebrity endorsement on buying interest of MS Glow skincare.

Keywords

Celebrity Endorsement; Brand Image; Buying Interest

Citations

IRE Journals:
Rina Rahmawati , Sherly Hesti Erawati "The Effect of Celebrity Endorsement on Buying Interest through Brand Image" Iconic Research And Engineering Journals Volume 6 Issue 1 2022 Page 144-149

IEEE:
Rina Rahmawati , Sherly Hesti Erawati "The Effect of Celebrity Endorsement on Buying Interest through Brand Image" Iconic Research And Engineering Journals, 6(1)