Jurnal Akuntansi dan Manajemen
Vol 16 No 1 (2019)

Pengaruh Celebrity Endorsement terhadap Purchase Intention melalui Brand Image sebagai Variabel Intervening

Megayani Megayani (Unknown)
Ellen Marlina (Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta)

Article Info

Publish Date
08 Apr 2019

Abstract

The research purpose is to analyzed impact celebrity endorsement to purchase intention throught brand image as intervening variable on Geprek Ayam Bensu in East Jakarta. The strategy research used explanatory research and association research. The population is customers Geprek Ayam Bensu in East Jakarta and using sample as much 117 respondent. Method used quantitative research. The analyzing technique use structural equation modeling analysis. The result research is: (1) celebrity endorsement not have impact significant to purchase intention. (2) brand image have impact significant to purchase intention. (3) celebrity endorsement have impact significant to brand image.

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Journal Info
Jurnal Akuntansi dan Manajemen
Website

Abbrev

JAM

Publisher

Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Subject

Economics, Econometrics & Finance Social Sciences

Description

Jurnal Akuntansi dan Manjemen (JAM) has been published by the Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta. JAM published two times a year in April and October. Jurnal Akuntansi dan Manjemen focuses on issues pertaining empirical investigation on Indonesian accounting and management. JAM aimed to ...