PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE DIMEDIASI MINAT BELI TERHADAP KEPUTUSAN PEMEBLIAN ERIGO

Marsheila  Jasmineta; Anindhyta  Budiarti

Marsheila Jasmineta Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Anindhyta Budiarti Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: celebrity endorser, brand image, purchase interest, purchase decision

Abstract

This study aims to analyze the influence of celebrity endorsers, brand image, and purchase intention on purchasing decisions for Erigo products. In this era, there is an increase in local fashion brands in Indonesia, one of which is Erigo. Therefore, it is important to understand the factors of purchasing decisions in order to determine the right promotional strategy. This study uses a quantitative method with a survey approach. Data collection in this study uses primary data in the form of a questionnaire via a Google form distributed to 100 Erigo consumer respondents. The analysis technique used is Partial Least Square (PLS) with SmartPLS 3.0 software. The results of the study show that celebrity endorsers and brand image have a significant effect on purchasing interest. Celebrity endorsers do not affect purchasing decisions. Brand image has a significant effect on purchasing decisions. Celebrity endorsers and brand image have a significant effect on purchasing decisions through purchasing interest.