PERAN BRAND IMAGEMEMEDIASI HUBUNGAN KREDIBILITAS CELEBRITY ENDORSER DENGAN NIAT BELI

ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh kredibilitas celebrity endorser terhadap niat beli melalui brand image produk kosmetik Maybelline di Kota Denpasar.Populasi dalam penelitian ini adalah di Kota Denpasar dengan melibatkan 100 orang responden dengan metode purposive sampling.Data dikumpulkan melalui penyebaran kuisoner.Teknik analisis data yang digunakan adalah uji asumsi klasik, teknik analisis jalur (path analysis), uji sobel dan uji VAF. Hasil penelitian menemukan bahwa kredibilitas celebrity endorser berpengaruh positif dan signifikan dengan brand image.Brand image berpengaruh positif dan signifikan terhadap niat beli. Kredibilitas celebrity endorser berpengaruh positif dan signifikan terhadap niat beli. Brand image memediasi pengaruh kredibilitas celebrity endorser terhadap niat beli kosmetik Maybelline di Kota Denpasar. Kata Kunci : kredibilitas celebrity endorser, brand image, niat beli ABSTRACT This study aims to examine the influence of celebrity endorser credibility on purchase intentions through the brand image of Maybelline cosmetics products in Denpasar City. The population in this study was in the city of Denpasar by involving 100 respondents with a purposive sampling method. Data was collected through questionnaires. The data analysis technique used is the classic assumption test, path analysis technique (path analysis), sobel test and VAF test. The results of the study found that the credibility of the celebrity endorser had a positive and significant effect on the brand image. Brand image had a positive and significant effect on purchase intention. The credibility of celebrity endorsers had a positive and significant effect on purchase intention. Brand image mediates the influence of celebrity endorser's credibility on the purchase intention of Maybelline cosmetics in Denpasar City. Keywords: celebrity endorser credibility, brand image, purchase intention