scholarly journals Pengaruh Kualitas Pesan Iklan Bakpia Kukus Tugu Jogja Terhadap Niat Beli Dengan Citra Merek Sebagai Variabel Pemediasi

2018 ◽  
Vol 9 (2) ◽  
Author(s):  
Chriswardana Bayu Dewa
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Purposive Sampling ◽  
Advertising Message ◽  
Positive Effect

Abstract - This research aims to examine the effect of quality of the advertising message to the buying intention and mediated by brand image. Subjects are tourist who buy Bakpia Kukus Tugu Jogja in Yogyakarta. In this study developed a theoretical mode of the proposed four hypotheses to be tested using Structural Equation Model (SEM) by AMOS software 18. This research was conducted by distributing questionnaires to survey 150 respondents. Respondents were obtained through purposive sampling tehnique, the respondents were selected based on certain goals established researcher. The results of this study show that quality of the advertising message has positive effect to brand image, brand image has positive effect to buying intention, quality of the advertising message has positive effect to buying intention and brand image can partially mediated the positive effect of quality of advertising message toward buying intention. Keyword : Quality of Advertising message, Purchase Intention, Brand Image Abstraks - Penelitian ini bertujuan untuk menguji pengaruh kualitas pesan iklan terhadap minat beli dengan dimediasi oleh citra merek. Subyek adalah wisatawan yang membeli Bakpia Kukus Tugu Jogja kota Yogyakarta. Dalam penelitian ini dikembangkan suatu model teoritis dengan mengajukan empat hipotesis yang akan diuji dengan menggunakan Structural Equation Model (SEM) melalui software AMOS 18. Penelitian ini dilakukan dengan metode survei melalui penyebaran kuesioner kepada 150 responden. Responden diperoleh melalui teknik purposive sampling, yaitu responden dipilih berdasarkan tujuan-tujuan yang ditetapkan peneliti. Hasil penelitian menunjukkan bahwa kualitas pesan iklan berpengaruh positif terhadap citra merek, citra merek berpengaruh positif terhadap minat beli, kualitas pesan iklan berpengaruh positif terhadap minat beli dan citra merek memediasi secara parsial hubungan positif antara kualitas pesan iklan terhadap minat beli. Kata Kunci : Kualitas Pesan Iklan, Minat beli, Citra Merek

scholarly journals ANALISIS PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA APLIKASI ONLINE SHOP

2021 ◽  
Vol 5 (1) ◽  
pp. 53-61
Author(s):  
Christian Kuswibowo (Politeknik APP) ◽  
Aji Kresno Murti (Politeknik APP)
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Equation Model ◽  
Least Square ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling

AbstractThis research is conducted to examine the outcome of Brand Image, Promotion, and e-WOM toward Purchase Intention in the Online Shop application. The object of this research is millennial consumers who utilizes Shopee application in Jakarta area. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique due to some contemplation. Data collection method using a survey method, with the questionnaire as its research instrument. The approaches equipped in this research is the Structural Equation Model (SEM) with the Smart-Partla Least Square analysis tool. This research proves that Brand Image had a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and EWOM has a significant and fundamental outcome on Purchase Intention in the Online Shop application.AbstrakPenelitian ini ditulis oleh peneliti untuk melakukan analisis pengaruh antara Brand Image, Promotion, dan Electronic Word of Mouth (EWOM) terhadap Minat Beli pada aplikasi Online Shop. Objek riset ini merupakan para konsumen milenial yang menggunakan aplikasi Shopee di area DKI Jakarta. Pendekatan deskriptif kuantitatif digunakan dalam riset ini dengan memanfaatkan 150 responden. Teknik purposive sampling juga dimanfaatkan untuk penentuan ukuran sampling, purposive sampling technic dipilih karena pertimbangan beberapa faktor oleh peneliti dalam penerapannya. Pengumpulan data menggunakan survey method, dengan kuesioner sebagai instrument penelitiannya. Pendekatan penelitian menggunakan Structural Equation Model dengan dukungan Smart-Partial Least Square sebagai alat analisis riset.  Riset ini memperlihatkan bahwa Brand Image memberikan pengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion memberi pengaruh positif serta signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth atau e-WOM berdampak positif signifikan terhadap Minat Beli pada aplikasi Online Shop.

scholarly journals Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation

2020 ◽  
Vol 12 (20) ◽  
pp. 8650
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Model ◽  
Purchasing Behavior ◽  
Sustainable Products ◽  
Brand Reputation ◽  
Negative Effect ◽  
Positive Effect

Fashion companies are trying to increase the efficiency of their communication with consumers by providing information on sustainable activities or product levels. This study explored the effects of the perceived sustainability level of products offered by sports brands. An online survey was conducted of consumers in their 20s and 30s, and a total of 316 questionnaires were used for the analysis. The structural equation model analysis using AMOS showed that the perceived sustainability level had a positive effect on purchase intention and a negative effect on perceived skepticism. Furthermore, perceived skepticism was confirmed to have a negative effect on purchase intention. By verifying the moderating effect of the perceived brand reputation, it was confirmed that the effect of the perceived sustainability level on purchase intention and the influence of the perceived skepticism on purchase intention differ between high and low brand reputation groups. When the perceived brand reputation is high, the perceived sustainability level has only a direct effect on purchase intention, whereas when the perceived brand reputation is low, only the indirect effect of perceived skepticism appears. This study contributes to the literature and practice by verifying that perceived skepticism plays an important role in the purchasing behavior of sustainable products in fashion.

scholarly journals PENGARUH GREEN MARKETING, CORPORATE SOCIAL RESPONSIBILITY TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN

2020 ◽  
Vol 10 (1) ◽  
pp. 33-47
Author(s):  
Yuni Sarah ◽  
Sutar Sutar
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Green Marketing ◽  
Purposive Sampling ◽  
Corporate Social

Penelitian ini bertujuan untuk mengalisis pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Brand Image Dan Dampaknya Terhadap Keputusan Pembelian di Indomaret Manggarai, Jakarta Selatan. Sampel yang diperoleh sebanyak 111 responden dan diambil secara purposive sampling yaitu teknik pengumpulan sampel dengan pertimbangan tertentu, pemilihan sampel berdasarkan atas ciri-ciri tertentu yang dipandang sesuai dengan kriteria berdasarkan tujuan penelitian atau yang benar-benar dituju. Metode analisis yang digunakan dalam penelitian ini adalah analisis Structural Equation Model. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif signifikan baik terhadap Brand Image maupun Keputusan Pembelian baik secara langsung maupun tidak langsung. Brand image berpengaruh positif signifikan terhadap keputusan pembelian. Sementara, Corporate Social Responsibility tidak berpengaruh signifikan terhadap Brand Image, maupun Keputusan Pembelian baik secara langsung maupun tidak langsung. Hasil ini menunjukkan bahwa semakin meningkat green marketing yang dilakukan oleh perusahaan maka akan meningkatkan citra baik perusahaan tersebut sehingga akan meningkatkan keputusan pembelian konsumen. Untuk itu Indomaret harus melakukan peningkatan promosi melalui green marketing agar brand image nya semakin meningkat dan dapat meningkatkan konsumennya secara langsung

scholarly journals Factors Influencing Online Repurchase Through Satisfaction

2020 ◽  
Vol 16 (2) ◽  
pp. 129-145
Author(s):  
Faris Saputra Saplina ◽  
Nazwirman Nazwirman ◽  
Anis Byarwati
Keyword(s):  
Data Analysis ◽  
Product Quality ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Quantitative Research ◽  
Equation Model ◽  
Price Fairness ◽  
Purposive Sampling ◽  
Factors Influencing ◽  
Positive Effect

This research examines the influence of price fairness and product quality on satisfaction and repurchase on Tokopedia. This is a quantitative research that used Structural Equation Model (SEM) with SPSS and Lisrel software for data analysis. Purposive sampling is used to select samples, though it is limited to certain respondents. The minimum sampling size is 10 times the number of research indicators, with a total 149 respondents analyzed. Findings. The results showed that Price Fairness and Product Quality had significant and positive impacts on satisfaction. Furthermore, Product Quality and Satisfaction have significant and positive effect on repurchase, while Satisfaction mediates price fairness to Repurchase and Product Quality.

scholarly journals PENGARUH BRAND IMAGE DAN KUALITAS LAYANAN TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING

PERFORMA ◽  
2021 ◽  
Vol 5 (3) ◽  
pp. 262-271
Author(s):  
Hans Chandra Sandjaya ◽  
Metta Padmalia ◽  
Junko Alessandro
Keyword(s):  
Structural Equation Model ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Purposive Sampling

Penelitian ini memiliki tujuan untuk mengetahui pengaruh Brand Image terhadap Kepuasan Nasabah, Kualitas Layanan terhadap Kepuasan Nasabah, dan Kepuasan Nasabah terhadap Loyalitas Nasabah pada PT. RHB Sekuritas Indonesia di Surabaya. Metode penelitian yang digunakan dalam penelitian ini adalah dengan purposive sampling. Populasi yang digunakan dalam penelitian ini adalah nasabah dari PT. RHB Sekuritas Indonesia di Surabaya. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 96 orang. Metode analisis data dalam penelitian ini adalah menggunakan metode SEM (Structural Equation Model) dengan aplikasi perangkat lunak SmartPLS versi 3. Hasil dari penelitian ini menunjukkan bahwa variabel Brand Image dan Kualitas Layanan memiliki pengaruh signifikan terhadap Kepuasan Nasabah, dan Kepuasan Nasabah memiliki pengaruh signifikan terhadap Loyalitas Nasabah. Hasil dari penelitian ini juga menunjukkan bahwa Kepuasan Nasabah sebagai variabel intervening memediasi secara parsial antara hubungan Brand Image dan Kualitas Layanan terhadap Loyalitas Nasabah. Kata kunci: Brand Image, Kualitas Layanan, Kepuasan Nasabah dan Loyalitas Nasabah

scholarly journals PENGARUH KOMPENSASI DAN RESILIENSI TERHADAP KEPUASAN KERJA KARYAWAN

2020 ◽  
Vol 4 (1) ◽  
pp. 156
Author(s):  
Utomo Kevin Tonnisen ◽  
Mei Ie
Keyword(s):  
Job Satisfaction ◽  
Structural Equation Model ◽  
Work Experience ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Model ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Employee Job Satisfaction ◽  
Positive Effect

Tujuan penelitian ini adalah untuk mengetahui ada tidaknya pengaruh kompensasi terhadap kepuasan kerja karyawan dan pengaruh resiliensi terhadap kepuasan kerja karyawan. Kepuasan kerja karyawan merupakan salah satu variabel yang paling banyak diteliti. Kepuasan kerja didefinisikan sebagai suatu keadaan emosional dialami karyawan, yang bersifat menyenangkan atau bersifat positif. Kepuasan kerja pada umumnya yang dihasilkan dari penilaian karyawan terhadap pengalaman kerja atau pekerjaannya. Dengan demikian, kepuasan kerja menunjukkan sikap positif umum karyawan terhadap pekerjaannya. Apabila karyawan merasa adanya kepuasan kerja, maka karyawan tersebut dapat lebih termotivasi untuk menghasilkan kinerja yang lebih baik. Kepuasan kerja dipengaruhi oleh banyak variabel. Dalam penelitian ini, variabel yang akan diteliti pengaruhnya terhadap kepuasan kerja karyawan adalah kompensasi dan resiliensi. Kompensasi merupakan total penghargaan atau hadiah yang diberikan perusahaan sebagai pembayaran atas hasil pekerjaan karyawan, sedangkan resiliensi merupakan suatu konsep yang menunjukkan kemampuan seseorang untuk mengatasi dan beradaptasi terhadap masa-masa sulit yang dihadapinya. Metode analisis data menggunakan Structural Equation Model (SEM) dengan alat analisis SmartPLS 3.0. Sampel diambil dengan metode non-probability sampling dan teknik purposive sampling. Sampel dalam penelitian sebanyak tigapuluh orang karyawan dengan kriteria merupakan karyawan yang masih aktif bekerja dan memiliki masa kerja minimal satu tahun. Hasil pengujian hipotesis menunjukkan bahwa adanya pengaruh positif kompensasi terhadap kepuasan kerja karyawan dan adanya pengaruh positif resiliensi terhadap kepuasan kerja karyawan. Kesimpulan penelitian ini adalah kompensasi berpengaruh terhadap kepuasan kerja dan resiliensi juga berpengaruh terhadap kepuasan kerja. Keterbatasan penelitisan ini adalah jumlah sampel yang sedikit sehingga pada penelitian mendatang, jumlah sampel penelitian dapat lebih ditingkatkan.  The purpose of this study is to determine whether there is an effect of compensation on employee job satisfaction and the effect of resilience on employee job satisfaction. Employee job satisfaction is one of the most widely studied variables. Job satisfaction is defined as an emotional state experienced by employees, which is fun or positive. Job satisfaction in general results from employee evaluations of work experience or work. Thus, job satisfaction shows the general positive attitude of employees towards their work. If employees feel job satisfaction, then the employee can be more motivated to produce better performance. Job satisfaction is influenced by many variables. In this study, the variables that will be examined for their effects on employee job satisfaction are compensation and resilience. Compensation is the total award or prize given by the company as payment for the work of employees, while resilience is a concept that shows a person's ability to overcome and adapt to the difficult times they face. The data analysis method uses Structural Equation Model (SEM) with SmartPLS 3.0 analysis tools. Samples were taken by the non-probability sampling method and purposive sampling technique. The samples in this study were thirty employees with the criteria are employees who are still actively working and have a minimum working period of one year. The results of hypothesis testing indicate that there is a positive effect of compensation on employee job satisfaction and a positive effect of resilience on employee job satisfaction. The conclusion of this study is that compensation has an effect on job satisfaction and resilience also has an effect on job satisfaction. The limitation of this research is the small number of samples so that in future studies, the number of research samples can be further increased.

scholarly journals Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty pada Pelanggan BonCabe di Jakarta: Customer Satisfaction debagai Variabel Mediasi

2021 ◽  
Vol 5 (1) ◽  
pp. 16
Author(s):  
Cindy Irawati
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation Model ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Experience ◽  
Positive Effect

The purpose of this study is to explore the effect of Brand Experience, Brand Image, Customer Satisfaction on Brand Loyalty for BonCabe customers in Jakarta. Variables used are Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. This is a descriptive research that use non-probabilistic sampling method (240 data closed-questions questionnaires, 7 scale of Likert, compiled in 2019-2020 from BonCabe customers in Jakarta). The data analysis technique is using SEM (Structural Equation Model) methodology (using software: Partial Least Square 3) with α = 0,05. The results are: (1) a) brand experience and b) brand image has a significant and positive effect toward customer satisfaction of BonCabe in Jakarta. (2) a) brand experience and b) brand image has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (3) customer satisfaction has a significant and positive effect toward brand loyalty of BonCabe in Jakarta. (4) customer satisfaction could mediate a) brand experience and b) brand image so that they have significant and positive effect toward brand loyalty of BonCabe in Jakarta. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Experience, Brand Image, Customer Satisfaction terhadap Brand Loyalty pada produk bernama BonCabe di wilayah Jakarta. Variabel yang digunakan adalah Brand Experience, Brand Image, Customer Satisfaction, Brand Loyalty. Data yang digunakan adalah data yang dikumpulkan di tahun 2019-2020. Teknik pengumpulan data menggunakan kuesioner tertutup 7 skala Likert, yang menggunakan metode SEM (Structural Equation Model) diolah menggunakan software PLS (Partial Least Square 3) dengan nilai α = 0,05. Hasil analisis menyimpulkan bahwa (1) Terdapat pengaruh a) brand experience dan b) brand image terhadap customer satisfaction BonCabe di Jakarta. (2) Terdapat pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta. (3) Terdapat pengaruh customer satisfaction terhadap brand loyalty BonCabe di Jakarta. (4) Terdapat customer satisfaction yang dapat memediasi pengaruh a) brand experience dan b) brand image terhadap brand loyalty BonCabe di Jakarta.

PERILAKU OPORTUNISTIK PENYUSUN ANGGARAN DAN DAMPAKNYA TERHADAP PERTUMBUHAN EKONOMI DI INDONESIA

2019 ◽  
Vol 13 (2) ◽  
pp. 129
Author(s):  
Susi Siswati
Keyword(s):  
Economic Growth ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Opportunistic Behavior ◽  
Purposive Sampling ◽  
Local Revenue ◽  
Positive Effect

This study aimed to examine the effect of local revenue, the excess over budget calculations, general allocation fund, special allocation fund, opportunistic behavior of the previous year's budget allocator against opportunistic behavior of the current year’s budgetallocatorand its impact on economic growth in Indonesia. This study used purposive sampling with a population of 4473 with 497 district / cities in Indonesia covering the study period of 2006-2014, consisting of  1375 units eligible data. . The data were obtained from the Central Statistics Agency (BPS) in Indonesia, the Directorate General of Fiscal Balance (DJPK) , and the Regional Financial Information System (SIKD) website. The data analysis used Structural Equation Model - Partial Least Square (PLS-SEM) with WARP-PLS. Based on the results of the analysis indicate that the local revenues gave a significantly positive  effect on the opportunistic behavior-budget allocator, the excess over budget calculations created a significantly positive effect on the opportunistic behavior-budget allocator, general allocation fund significantly positively affects  the opportunistic behavior-budget allocator, the special fund allocation significantly gave a  positive effect on the opportunistic behavior-of the budget allocator, opportunistic behavior of the previous year's budget allocator gave a significantly negative effect against the opportunistic behavior of the current budget allocator, and the opportunistic behavior of the current budget allocator gave a significantly positive effect on economic growth. Keywords: Local revenue, the excess over budget calculations, general allocation fund, special allocation funds, opportunistic behavior-budget allocator, economic growth ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh pendapatan asli daerah, selisih lebih perhitungan anggaran, dana alokasi umum, dana alokasi khusus, perilaku oportunistik penyusun anggaran tahun sebelumnya terhadap perilaku oportunistik penyusun anggaran dan  dampaknya terhadap pertumbuhan ekonomi di Indonesia. Penelitian ini menggunakan purposive sampling dengan  populasi sebanyak 4473 dengan 497 pemerintah kabupaten/kota di Indonesia dengan data periode penelitian tahun 2006 – 2014 yang memenuhi kriteria adalah 1375. Data diperoleh dari Badan Pusat Statistik (BPS) di Indonesia, Direktorat Jenderal Perimbangan Keuangan (DJPK), Situs Sistem Informasi Keuangan Daerah (SIKD). Analisis data menggunakan Structural Equation Model - Partial Least Square (PLS-SEM) dengan WARP-PLS. Berdasarkan hasil analisis menunjukkan bahwa pendapatan asli daerah berpengaruh positif signifikan terhadap perilaku oportunistik penyusun anggaran, selisih lebih perhitungan anggaran berpengaruh positif signifikan terhadap perilaku oportunistik penyusun anggaran, dana alokasi umum berpengaruh positif signifikan terhadap perilaku oportunistik penyusun anggaran, dana alokasi khusus berpengaruh positif signifikan terhadap perilaku oportunistik penyusun anggaran, perilaku oportunistik penyusun anggaran tahun sebelumnya berpengaruh negatif signifikan terhadap perilaku oportunistik penyusun anggaran. Perilaku oportunistik penyusun anggaran berpengaruh positif signifikan terhadap pertumbuhan ekonomi. Kata Kunci: Pendapatan asli daerah, selisih lebih perhitungan anggaran, dana alokasi umum, dana alokasi khusus, perilaku opportunistik penyusun anggaran, pertumbuhan ekonomi

scholarly journals Increased Purchase Decision of Le Minerale through Perceived Quality and Brand Image

2021 ◽  
Vol 8 (2) ◽  
pp. 295-302
Author(s):  
Achmad Ramadhani ◽  
Arry Widodo
Keyword(s):  
Structural Equation Model ◽  
Structural Equation ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Perceived Quality ◽  
Equation Model ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Perception Of Quality ◽  
Positive Effect

This research determines the perceived quality effect on Le Minerale purchasing decisions through brand image in Bogor Regency. The method is quantitative with causal and descriptive types. The population is people of Bogor Regency who purchased Le Minerale and needed 100 respondents. The descriptive analysis and Structural Equation Model with SmartPLS are the research techniques. The results, perception of quality as a whole is included in good category (78.18%), brand image as a whole is included in good category, 86.80%, and overall purchasing decisions are included in good category, 78.96%. It means perceived quality has a positive effect on brand image, brand image has a positive effect on purchasing decisions and perceived quality affects purchasing decisions.

scholarly journals PERAN IKLAN TELEVISI DAN CELEBRITY ENDORSEMENT POND’S TERHADAP PURCHASE INTENTION

2021 ◽  
Vol 6 (1) ◽  
Author(s):  
Atus Sholikah Alim ◽  
Endah Budiarti
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Celebrity Endorsement ◽  
Probability Sampling

Penelitian ini bertujuan membuktikan dan menganalisis pengaruh iklan televisi dan celebrity endorsement terhadap brand image produk POND’S, membuktikan dan menganalisis pengaruh brand image dan iklan televisi terhadap purchase intention produk POND’S serta membuktikan dan menganalisis pengaruh celebrity endorsement terhadap purchase intention produk POND’S. Populasi dalam penelitian ini adalah mahasiswa prodi ekonomi manajemen UNTAG Surabaya yang memakai produk Pond’s. Teknik pengambilan sampel non-probability sampling, dengan karakteristik berjenis kelamin laki-laki atau perempuan dengan usia minimal 17 tahun, pernah menonton iklan Pond’s minimal dalam rentang waktu 2 bulan terakhir, berdasarkan kriteria didapatkan sampel 140 responden. Motode analisa data menggunakan Structural Equation Model (SEM), dengan program Partial Least Square (PLS) dengan langkah pemodelan persamaan struktural berbasis PLS: Konseptualisasi model dan Evaluasi Model. Hasil penelitian iklan televisi dan celebrity endorsement berpengaruh signifikan terhadap brand image. Brand image dan iklan televisi berpengaruh signifikan terhadap purchase intention, Celebrity endorsement berpengaruh signifikan terhadap purchase intention.

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