The Influence of Celebrity Endorser to the Purchase Intention of Medan Napoleon Cake with Brand Image as Intervening Variable

DOI

10.2991/icoi-19.2019.108How to use a DOI?

Keywords

promotion mix, celebrity endorser, brand image, purchase intention.

Abstract

The objective of the research was to analyze the influence of celebrity endorser on purchase intention of Medan Napoleon cake with brand image as intervening variable. The research used associative method. The samples were 100 respondents in Medan who had not purchased Medan Napoleon cake, selected by using simple random sampling. The hypothesis was tested by using t-value test. The result of the research showed that celebrity endorser had positive and significant influence on purchase intention of Medan Napoleon cake, as well as on brand image. Moreover, brand image had positive and significant influence on purchase intention, hence demonstrated that brand image served as the intervening variable between celebrity endorser and purchase intention of Medan Napoleon cake.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Findi Ruzika Audini Siregar
AU  - Isfenti Sadalia
AU  - Beby Karina Fawzeea Sembiring
PY  - 2019/10
DA  - 2019/10
TI  - The Influence of Celebrity Endorser to the Purchase Intention of Medan Napoleon Cake with Brand Image as Intervening Variable
BT  - Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019)
PB  - Atlantis Press
SP  - 619
EP  - 623
SN  - 2352-5428
UR  - https://doi.org/10.2991/icoi-19.2019.108
DO  - 10.2991/icoi-19.2019.108
ID  - Siregar2019/10
ER  -