Peran Kesadaran Merek Dalam Memediasi Pengaruh Kredibilitas Celebrity Endorser Terhadap Niat Beli

Abstract

This study aims to analyze and explain the role of brand awareness in mediating the effect of celebrity endorser credibility on purchase intention at Blibli e-commerce. This research was conducted in Denpasar City with a total sample of 120 respondents. Purposive sampling method was used to determine the research sample. Data collection was carried out by distributing questionnaires as measured by 10 indicators using a Likert scale. The data analysis technique used to answer the proposed hypothesis is path analysis, Sobel test and VAF test. The results showed that the credibility of the celebrity endorser had a positive and significant effect on purchase intention on Blibli e-commerce, brand awareness had a positive and significant effect on purchase intention on Blibli e-commerce, and brand awareness played a partial role in mediating the variable of celebrity endorser credibility on purchase intention. The conclusion of this research in general proves that brand awareness makes a significant contribution to e-commerce that uses the services of celebrities to advertise products that are marketed with the aim of increasing consumer desire to buy. The implications of this study prove that celebrity endorser credibility and high brand awareness will encourage the intention of potential consumers to make purchases.