Record Details

PENGARUH CELEBRITY ENDORSEMENTTERHADAP PURCHASE INTENTION DENGANBRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI KASUS IKLAN PRODUK PERAWATAN KECANTIKAN POND’S)

Jurnal Manajemen Pemasaran

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Title PENGARUH CELEBRITY ENDORSEMENTTERHADAP PURCHASE INTENTION DENGANBRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI KASUS IKLAN PRODUK PERAWATAN KECANTIKAN POND’S)
 
Creator Wijaya, Finna Anastasia
Sugiharto, Sugiono
 
Subject —
Credibility, Attractiveness, Power, Brand image, Purchase intention
 
Description 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
 
Publisher Institute of Research and Community Outreach - Petra Christian University
 
Contributor —
 
Date 2015-05-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format 0
 
Identifier http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/19373
10.9744/pemasaran.9.1.16-22
 
Source Jurnal Manajemen Pemasaran; Vol 9, No 1 (2015): APRIL 2015; 16-22
2597-615X
1907-235X
 
Language eng
 
Relation http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/19373/18852
 
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