MABIS: Manajemen dan Bisnis
Vol 18, No 2 (2019): SEPTEMBER 2019

THE ROLE OF BRAND AWARENESS MEDIATES THE RELATIONSHIP CREDIBILITY BETWEEN ENDORSER AND ONLINE PURCHASE INTENTION THROUGH ONLINE SHOPPING SITE BUKALAPAK.COM

AA Sagung Ksanthi Paramhita (Fakultas Ekonomi dan Bisnis, Universitas Udayana)
Ni Made Purnamie (Unknown)

Article Info

Publish Date
01 Sep 2019

Abstract

This study aims to find out how the role of brand awareness mediates the relationship of endorser credibility with online purchase intention by using the online shopping site Bukalapak.com. The location of research was in Denpasar City with the number of respondents 110 people. Data analysis techniques used are Path Analysis. The results showed,  brand awareness has positive and significant effect on purchase intention. Celebrity endorsers has positive and significant effect on brand awareness. Celebrity endorsers has positive and significant effect on purchase intention. Brand awareness able to mediate the influence of celebrity endorser on purchase potential Bukalapak.com.

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Journal Info
MABIS: Manajemen dan Bisnis
Website

Abbrev

mabis

Publisher

Universitas Surabaya

Subject

Economics, Econometrics & Finance Social Sciences

Description

Manajemen & Bisnis (MABIS) is an open access journal with ISSN 1412-3789 and e-ISSN 2477-1783. The editorial board invites authors and experts to publish and share their ideas through scientific and empirical research in the field of Management and Business. The major objective of the publication is ...