PENGARUH CELEBRITY ENDORSER DAN BRAND PERSONALITY TERHADAP MINAT BELI MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA PRODUK NIVEA MEN FACE WASH DI SURABAYA

Dewa, Ignatius Bramantya Prasetyo (2024) PENGARUH CELEBRITY ENDORSER DAN BRAND PERSONALITY TERHADAP MINAT BELI MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA PRODUK NIVEA MEN FACE WASH DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

A marketing tactic known as "celebrity endorsement" involves choosing and hiring celebrities to promote goods or services. The aim of this research was to examine the impact of brand personality and celebrity endorsers on purchase intent for Nivea men face wash products in Surabaya by using brand image as an intervening variable. Using the smartpls analysis tool, a quantitative method is applied. This study's population was the same as the 119-person sample. The findings demonstrated the following: (1) Purchase intention is unaffected by celebrity endorsers; (2) Purchase intention is affected by brand personality; (3) Purchase intention is mediated by brand image; and (4) Purchase intention is mediated by brand personality.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Wardhani, Nuruni Ika Kusuma	NIDN0709106302	ikanuruni.mnj@upnjatim.ac.id
Thesis advisor	Raharjo, R. Johnny Hadi	NIDN20119841209227	raden.johnny.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Ignatius Bramantya Prasetyo Dewa

Date Deposited:

18 Sep 2024 07:08

Last Modified:

18 Sep 2024 07:08

URI:

https://repository.upnjatim.ac.id/id/eprint/29341