Pengaruh Kredibilitas Endorser terhadap Online Purchase Intention dengan Brand Awareness sebagai Pemediasi pada Situs Belanja Online Tokopedia: Penelitian

Intan Candradewi

doi:10.31004/jerkin.v4i1.1751

Authors

Intan Candradewi Universitas Tabanan Bali

DOI:

https://doi.org/10.31004/jerkin.v4i1.1751

Keywords:

Brand Awareness, Kredibilitas Endorser, Online Purchase Intention

Abstract

Marketing is a crucial part of a company. If marketing in a company runs well, it will have an impact on increasing demand. A very important element in marketing activities is communication. Communication can inform consumers about products or services that can create a purchasing process. Brand awareness or brand awareness is the ability of a brand to appear in the minds of consumers when they are thinking about a particular product and how easy the brand is. The purpose of this study is to determine the influence of endorser credibility on online purchase intention with brand awareness as a mediator. The research location is in Tabanan City using a purposive sampling technique. The respondents used were 110 respondents. The data analysis technique used was Path Analysis. Based on the analysis, the research results showed that brand awareness has a positive and significant effect on purchase intention. Celebrity endorsers have a positive and significant effect on brand awareness. Celebrity endorsers have a positive and significant effect on purchase intention. Brand awareness is able to mediate the influence of celebrity endorsers on purchase intention.

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