THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY
This study aims to analyze the influence of celebrity endorsement, brand image, brand credibility and purchase intention on consumers of Wardah lipstick products in Kediri City. The population of this study is consumers of Wardah lipstick products in the city of Kediri. The sampling technique used purposive sampling with 120 respondents and the data were analyzed using smartPLS 3.0. The test of research instruments includes the inner model test, outer model, path diagram conversion, and hypothesis testing. The results of this study indicate that celebrity endorsement directly does not affect the purchase intention of Wardah lipstick products. The role of brand image is able to mediate the influence of celebrity endorsement on purchase intention of Wardah lipstick products. The role of brand credibility is able to mediate the influence of celebrity endorsement on the purchase intention of Wardah lipstick products.
Russian Journal of Agricultural and Socio Economic Sciences