The Influence of Celebrity Endorsers and Online Promotion on Purchasing Decision through Brand ImageInfluence Of Celebrity Endorsers And Online Promotion On Purchasing Decision Through Brand Image

Authors

  • Misbahul Anwar Universitas Muhammadiyah Yogyakarta
  • Sutrisno Wibowo Universitas Muhammadiyah Yogyakarta
  • Andrian universitas bhayangkara jakarta raya
  • Intan Nur Setiyani Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.55927/eajmr.v2i10.6060

Keywords:

Celebrity Endorsers, Online Promotion, Purchasing Decision, Brand Image

Abstract

This study aims to analyze the influence of celebrity endorsers and online promotions on purchasing decisions through brand image as a mediating variable on SKINTIFIC and Tasya Farasya products as celebrity endorsers. This type of research is quantitative research using primary data. This study uses Structural Equation Modeling (SEM) AMOS 21 analysis tool. Based on the results of the study, it showed that celebrity endorsers had a positive and significant effect on purchasing decisions, online promotion had a positive and significant effect on purchasing decisions, celebrity endorsers had a positive and significant effect on brand image, online promotion had a positive and significant effect on brand image, brand image had a positive effect and significantly to purchasing decisions, brand image is able to mediate the influence of celebrity endorsers on purchasing decisions, and brand image is able to mediate online promotions on purchasing decisions.

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Published

2023-10-25

How to Cite

Anwar, M. ., Wibowo, S. ., Andrian, & Setiyani, I. N. . (2023). The Influence of Celebrity Endorsers and Online Promotion on Purchasing Decision through Brand ImageInfluence Of Celebrity Endorsers And Online Promotion On Purchasing Decision Through Brand Image. East Asian Journal of Multidisciplinary Research, 2(10), 3989–4012. https://doi.org/10.55927/eajmr.v2i10.6060

Issue

Vol. 2 No. 10 (2023): October 2023

Section

Articles

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Copyright (c) 2023 Misbahul Anwar, Sutrisno Wibowo, Andrian, Intan Nur Setiyani

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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