PENGARUH BINTANG IKLAN, KEPRIBADIAN MEREK, DAN KARAKTERISTIK PRODUK TERHADAP INTENSI MEMBELI GARNIER LIGHT COMPLETE VERSI CHELSEA ISLAN (STUDI KASUS PADA MAHASISWI UNJ)
Wafa Silmy Kaffah, 2017; The Influence Of Celebrity Endorser, Brand Personality, and Product Characteristics againts Purchase Intention, Jakarta: Marketing Concentration, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: M. Edo. S. Siregar, S.E., M.BA & Ika Febrilia, S.E., M.M. The purpose of this research is to know: (1) Influence of celebrity endorser on purchase intention, (2) influence of brand personality on purchase intention, (3) Influence of product characteristics on purchase intention.
The population in this study is a UNJ sorority that hasn't been using Garnier Light Complete. Sampling techniques in the study using a purposive sampling with the total sample as many as 200. Engineering data collection using a questionnaire that has been tested for validity and reliabilitasnya. Data analysis techniques are used to answer this research hypothesis is a classic assumption test, descriptive analysis and multiple linear regression analysis.
The results of this research indicate that: (1) celebrity endorser has significants effects againts purchase intention, (2) brand personality do not have significants effects againts purchase intention, (3) product characteristics has significants effects againts purchase intention.
Keywords : Celebrity Endorser, Brand Personality, Characteristics Product, Purchase Intention
