Pengaruh Penggunaan Rayyanza Malik Ahmad (Cipung) sebagai Endorser terhadap Minat Beli Konsumen
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Abstract
This research aims to determine the effect of using Rayyanza Malik Ahmad (Cipung) as an endorser on consumer buying interest in Cessa Essential Oil Products. The respondents in this research were 151 consumers who knew about Cessa products from Indonesia in Jakarta. The sampling strategy used in this research is population based and combines purposive sampling with non-probability sampling of customers who are familiar with Cessa products. This research uses Structural Equation Modeling (SEM) methodology which is analyzed using PLS (Partial Least Square) version 4.0.9.6. The results of this study show that celebrity endorsers do not have a significant impact on purchase intentions, celebrity endorsers have a significant positive effect on brand trust, celebrity endorsers have a significant positive effect on brand attitudes, celebrity endorsers have a significant positive effect on brand awareness, brand trust has a positive effect on purchases intention, brand attitude has a positive effect on purchase intention, brand awareness does not have a significant impact on purchase intention, brand attitude functions as a mediator to connect the influence of celebrity endorsers on purchase intention, brand awareness does not act as a mediator in connecting the influence of celebrity endorsers on purchase intention, and brand trust functions as a mediator to link the influence of celebrity endorsers on purchase intentions.
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