Analisis Pengaruh Celebrity Endorser dan Brand Image Terhadap Minat Beli Produk Fashion Belva Kebaya

Muhammad Faizal

Abstract


Penelitian ini membahas mengenai penggunaan selebriti sebagai sarana promosi produk fashion. Penggunaan selebriti dalam hal ini disebut dengan istilah celebrity endorser yang tujuannya memunculkan ketertarikan pada konsumen. Selain itu, brand image yang merupakan hal penting dalam memasarkan produk fashion juga dianalisis pengaruhnya terhadap minat beli konsumen. Berdasarkan hasil penelitian terdapat pengaruh dari celebrity endorser dan brand image terhadap minat beli konsumen. Minat beli bersifat kecendrungan akan lebih memilih membeli produk yang menggunakan selebriti dibanding dengan produk yang tidak menggunakan selebriti dalam promosi.

Kata kunci: celebrity endorser, brand image, minat beli.

This study discusses the use of celebrities as a means of promotion of fashion products . The use of celebrities in this case referred to as celebrity endorser whose goal led to an interest in consumers. In addition , the brand image is important in marketing fashion products were also analyzed their influence on consumer purchase intention. Based on the results of research there is the influence of celebrity endorser and brand image to consumers purchase intention. Purchase intention is the tendency would prefer to buy products that use celebrity compared with products that do not use celebrity in the promotion

Keywords : celebrity endorser , brand image , purchase intention.

 

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