Effectiveness of Celebrity Endorsement and Brand Image on Purchase Intention of Oreo Blackpink Products that Mediated by Brand Attitude
Efektivitas Dukungan Selebriti dan Citra Merek terhadap Intensi Membeli Produk Oreo Blackpink di Mediasi oleh Sikap Merek
DOI:
https://doi.org/10.21070/ups.3736Keywords:
Celebrity Endorsement, Brand Image, Purchase Intention, Brand AttitudeAbstract
High interest of K-Pop music, Blackpink, has made Oreo decide to choose Blackpink as their Celebrity Endorser. Oreo itself is a big global brand and their brand image are good. Therefore, this research was conducted to see how Celebrity Endorsement and Brand Image can influence Purchase Intention for Oreo Blackpink products with Brand Attitude as a mediating variable. This research uses quantitative techniques and the sample from this research was 177 respondents taken using a non-probability sampling technique with the criteria of having seen advertisements and purchased Oreo Blackpink products. The results of respondents' answers were analyzed using the PLS-SEM technique and the results showed that Celebrity Endorsement and Brand Image have a positive and significant effect on Brand Attitude, but Brand Image did not have a positive and significant influence on Purchase Intention. Meanwhile, Celebrity Endorsement and Brand Attitude had a positive and significant influence on Purchase Intention.
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