ANALISIS PERAN MEDIASI BRAND IMAGE ATAS PENGARUH AMBASSADOR CHARACTERISTICS TERHADAP PURCHASE INTENTION DIOR MAKE UP DI INDONESIA

Melissa Wijaya

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh ambassador characteristics terhadap purchase intention calon konsumen Dior Make Up yang di mediasi oleh brand image. Metode penelitian ini menggunakan kuantitatif dengan jumlah 171 responden. Teknik analisis data menggunakan metode path analisis. Hasil penelitian membuktikan bahwa ambassador characteristics berpengaruh secara signifikan terhadap brand image, brand image berpengaruh secara signifikan terhadap purchase intention, ambassador characteristics berpengaruh secara signifikan terhadap purchase intention, dan terdapat peran mediasi brand image pada pengaruh ambassador characteristics terhadap purchase intention.

Keywords


Ambassador Characteristics, Brand Image, Purchase Intention, Social Learning Theory, dan Theory of Planned Behavior.

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