PERAN BRAND IMAGE MEMEDIASI PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION

Tujuan dari penelitian ini adalah untuk mengetahui peran brand image memediasi pengaruh celebrity endorser terhadap purchase intention pada calon konsumen produk lipstik Wardah. Penelitian ini dilakukan di Kota Denpasar, dengan menggunakan ukuran sampel sebanyak 108 responden dengan metode purposive...

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Bibliographic Details
Main Authors:	Putu Agung Aprilia Roshan, Ida Bagus Sudiksa
Format:	Article
Language:	English
Published:	Universitas Udayana 2019-08-01
Series:	E-Jurnal Manajemen
Online Access:	https://ojs.unud.ac.id/index.php/Manajemen/article/view/46608

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