Pengaruh celeberity endorsement terhadap purchase intention dengan brand image sebagai variabel intervening (studi kasus iklan produk perawatan kecantikan Pond's)

This study aims to analyze the influence of Credibility , Attractiveness , and Power to Purchase Intention beauty products Pond'sdengan consider factors Brand Image ( Sincerity , Excitement , Competence , and Shophistication ) .Penelitian conducted by distributing questionnaires to 100 respondents who had seen the ads Pond's in the last 2 months . Analysis technique used is the technique of quantitative analysis analysis.Hasil path method showed that the variables that have a significant effect only Attractiveness, Power , Brand image and Purchase intention

Unknown Unknown Universitas Kristen Petra Indonesian eDIMENSI Journal Unknown Jurnal Manajemen Pemasaran, Vol. 9, No. 1, April 2015; Finna Anastasia Wijaya (NA00405059) dan Sugiono Sugiharto (85-011) Unknown
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