PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Survei pada Mahasiswa Pengguna Produk Scarlett Whitening di Malang)

The aim of this study is to examine and determine how the influence of celebrity endorsement on purchase intention mediated by brand image on Scarlett whitening products in Malang. This study used a sample size of 100 respondents with purposive sampling method. As for the data analysis technique used in this study is path analysis and accompanied by sobel test to test the hypothesis put forward. The results of this study indicate that celebrity endorsement has a positive and significant effect on brand image; celebrity endorsement has no significant effect on purchase intention; brand image has a positive and significant effect on purchase intention; and brand image is significantly able to mediate celebrity endorsement on purchase intention