The Effect of Celebrity Endorser, Brand Image, Brand Awareness, and Social Media to Purchase Intentions

21 Pages Posted: 2 Jan 2020

See all articles by Osly Usman

Osly Usman

State University of Jakarta - Faculty of Economics

Suci Qonita

State University of Jakarta - Faculty of Economics; State University of Jakarta

Date Written: December 31, 2019

Abstract

This study was conducted to determine the effect of Celebrity Endorser, Brand Image, Brand Awareness, and Social Media on the Purchase Intentions. In this study, researchers recruited 200 respondents in the city. This research was conducted within two months is from October to November. This research method used survey method with approach to causation. Data collection through literature and questionnaires. Data were analyzed using SEM techniques, the purpose of this study was to test the theory, technical analysis based on SEM (Covariance based SEM), SEM approach using PLS tools, namely SmartPLS 3.0. The results showed that the variables that have a major influence on the purchase intentions is Celebrity Endorser. Meanwhile, the variable that has a low impact on the purchase intentions is Brand Awareness.

Keywords: celebrity endorser, brand image, brand awareness, social media, purchase intentions

Suggested Citation

Usman, Osly and Qonita, Suci, The Effect of Celebrity Endorser, Brand Image, Brand Awareness, and Social Media to Purchase Intentions (December 31, 2019). Available at SSRN: https://ssrn.com/abstract=3511716 or http://dx.doi.org/10.2139/ssrn.3511716

Osly Usman (Contact Author)

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

Suci Qonita

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

State University of Jakarta

Jln. Rawamangun Muka, Jakarta Timur
Jakarta, IN DKI Jakarta 13220
Indonesia

HOME PAGE: http://www.fe.unj.ac.id

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