Jurnal Ekonomi Bisnis Indonesia
Vol. 16 No. 2 (2021): Jurnal Ekonomi Bisnis Indonesia

48 ANALISA PENGARUH ENDORSER TERHADAP BRAND EQUITY YANG BERDAMPAK PADA PROSES PURCHASE INTENTION KONSUMEN ONLINE SHOP

Yanuar (Unknown)
Yusuf Muchtar (Unknown)
Nur Aida (Unknown)

Article Info

Publish Date
04 Jan 2023

Abstract

The purpose of this study was to determine the effect of celebrity endorsers on brand equity, brand equity on purchase intentions, celebrity endorsers on purchase intentions, and Celebrity Endorser on Brand Equity that have an impact on Purchase Intention. This study used 100 respondents online shop, using path analysis method. Data processing tools use SPSS 22.0. The results showed that Celebrity Endorser had a significant influence on consumers' online shop brand equity. Celebrity Endorser has a significant influence on Purchase Intention of online shop consumers. Brand Equity has an influence on Purchase Intention of online shop consumers and Celebrity Endorser has a significant influence on Brand Equity which has a positive impact on Purchase Intention of online shop consumers.

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Journal Info
Jurnal Ekonomi Bisnis Indonesia
Website

Abbrev

Jebi

Publisher

Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

JEBI (Journal Economics Business Indonesian). The International Journal published by Indonesian Business School. This journal focused on Economics, Business and Management studies. The Journal is published twice a year. The aim of the journal is to disseminate the Economics, Business and Management ...