Perbandingan Pengaruh Pendukung Selebriti Keanu dan Anggun terhadap Niat Pembelian Sampo Pantene
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Abstract
This study aims to compare the influence of two celebrities, namely Anggun and Keanu, on the purchase intention of Pantene shampoo products. A total of 200 respondents were used, with 100 respondents for each celebrity. Data were collected using a questionnaire and analyzed using Partial Least Squares-Multi Group Analysis (PLS-MGA). The results of the study show that celebrity endorsers have a positive impact on brand image, and brand image has a positive impact on purchase intention. Specifically, Anggun has a greater impact on brand image compared to Keanu.
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