ANALISIS PENGARUH CELEBRITY ENDORSER, DAYA TARIK IKLAN, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen yang Menggunakan Masker Wajah Mustika Ratu di Kota Semarang)
Abstract: Indonesia is one of
region which have potentials on developing beauty products market especially on
cosmetics and that pursued a lot of new brands for keep coming out. This matter
makes the market competition get tigher and indirectly forced business for
always have ways to survive. One of the biggest brand on cosmetics industry is
Mustika Ratu, as a 25th yeas old brand, Mustika Ratu should be superior in
matter of this competition and one the way to stay as superior is to make their
customers keep on buying Mustika Ratu’s products. This study aimed to analyze
the influence of celebrity endorser, advertising appeal, product quality to
purchase decision of face mask Mustika Ratu using brand image as intervening
variable. This study is conducted on all Mustika Ratu face mask’s customers in
Semarang.
Purposive sampling method is used for this research, samples were
collected from 100 respondents (consumer who use face mask Mustika Ratu and who
watch advertising of Mustika Ratu). Multiple regression analysis is used for
this study.
This results showed that celebrity endorser, advertising appeal and
product quality has positive and signifcant effect on brand image (as
intervening variable), and brand image
has positive and significant effect on purchase decision.
Keywords: celebrity endorser,
advertising appeal, product quality, brand image, purchase decision
Penulis: Andriana Dwi
Hestyani, Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd170816
