Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorsement terhadap purchase intention melalui brand awareness dan perceived value pada produk scarlett whitening di kota banda aceh. data diperoleh melalui survey terhadap 180 orang sebagai sampel yang mewakili populasi penelitian dan menggunakan kuesioner sebagai instrument pengumpulan data. teknik sampel yang digunakan non-probability sampling dengan teknik convenience sampling. statistical product and service solutions (spss) digunakan sebagai metode analisis untuk mengetahui pengaruh antara variable-variabel yang terlibat. hasil penelitian menunjukkan bahwa pengaruh yang signifikan antara celebrity endorsement pada brand awareness dan perceived value, sehingga brand awareness dan juga perceived value mampu memediasi dampak celebrity endorsement pada niat beli. kata kunci: celebrity endorsement, niat beli, brand awareness, perceived value

ABSTRACT This study aims to determine the effect of celebrity endorsement on purchase intention through brand awareness and perceived value of Scarlett Whitening products in Banda Aceh City. Data were obtained through a survey of 180 people as a sample representing the study population and using a questionnaire as a data collection instrument. The sample technique used is non-probability sampling with convenience sampling technique. Statistical product and service solutions (SPSS) are used as an analytical method to determine the influence of the variables involved. The results showed that there was a significant influence between celebrity endorsement on brand awareness and perceived value, so that brand awareness and perceived value were able to mediate the impact of celebrity endorsement on purchase intention. Keywords: Celebrity Endorsement, Purchase Intention, Brand Awareness, Perceived Value