THE EFFECT OF CELEBRITY ENDORSER ON PURCHASE INTENTION, THE MEDIATION ROLE OF BRAND AWARENESS AND BRAND ATTITUDE

Muhammad, Ridho Widiyanto (2021) THE EFFECT OF CELEBRITY ENDORSER ON PURCHASE INTENTION, THE MEDIATION ROLE OF BRAND AWARENESS AND BRAND ATTITUDE. Diploma thesis, Universitas Andalas.

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Abstract

Many Various of celebrity endorser with many various content were exist nowadays, and the role of Gen Z which dominated the population in Indonesia. This phenomenon drives to the increasing of social media user in Indonesia with Instagram become the top 5 social media that most internet user use. Along with those fact, this study aims to examine the impact of celebrity ecorsement mediated with brand awareness, brand attitude in Instagram on Gen Z’s purchase Intention from dessert box brand in Indonesia (Bittersweet by Najla). This study used quantitative approach with Gform survey technique. This research found that celebrity endorsement positively influence purchase intention, and both mediation only partially influence purchase intention. Lastly, this research also found that brand awareness and brand attitude play a positive role on purchase intention with celebrity endorsement as the mediating variable.

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