PENGARUH CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PRODUK PONDS

Abstract

This research aimed to find out and analyze the effect of celebrity endorser and word of mouth on the brand image of ponds product. Besides, it aimed to find out analyze the effect of brand image, celebrity endorser and word of mouth on purchase intention of ponds product. The research was explanatory which aimed to analyze the relationship between variables through hypotesis test. While, the population was some consumers of ponds product ata Galaxy Mall Surabaya. Moreover, tehe data collection technique used non-probability sampling with purposive sampling as its sampling technique. In line with, there were 100 respondents of Ponds products consumers at Galaxy Mall Surabaya. Furthermore, the data analiyze technique used Partial Square. Based on he research result, from hypotesis test, it concluded as follows: Celebrity endorser had significant effect on the brand image of Ponds product; word of mouth had significant effect on the brand image if ponds product; Brand image had significant effect on purcahse intention of ponds product; Clebrity endorser had significant effect on purchae intention of ponds product; and 50 word of mouth had ssignificant effect on purchase intention of ponds product.
Keywords: celebrity endorser, word of mouth, brand image, purchase intention