PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA PENGGUNA KOSMETIK PIXY DI TOKO ASTER MALANG

ABSTRACT This study aims to examine and analyze the Influence of Celebrity Endorsers on Buying Interests Through Brand Image As Intervening Variables in Pixy Cosmetics Users in Aster Malang Stores both partially and simultaneously. In this study the population amounted to 75 respondents and all were taken as samples. Data collection through questionnaires, data analysis in this study using SPSS version 22. The sampling technique uses quantitative methods, while the data testing techniques used in this study include validity test, reliability test, normality test, path analysis, and research hypothesis testing . The results of the analysis show that partially or simultaneously the Celebrity Endorser Against the Interest in Buying Through Brand Image As an Intervening Variable in Pixy Cosmetics Users in Aster Shop Malang. Keywords: Celebrity Endorser, Buying Interest, And Brand Imag