Abstract: The purpose of this study was to find out the role of brand image mediating the relationship between celebrity endorsers and purchase intentions on Paulina Katarina's fashion products. The population in this study is the people in Denpasar, especially women who have never bought fashion products Paulina Katarina. This study used a sample of 110 female communities in the city of Denpasar with a purposive sampling method by distributing questionnaires. Data analyzed using Path Analysis and Sobel techniques. The results showed that the celebrity endorser had a positive and significant effect on the brand image of Paulina Katarina's fashion products. Celebrity endorsers and brand images have a positive and significant effect on buying intentions on Paulina Katarina's fashion products. Brand image positively and significantly mediates the influence of celebrity endorser on buying intentions on fashion products Paulina Katarina.
Keywords: Celebrity Endorser, Brand Image, Purchase Intention.
Title: The Role of the Brand Image Mediate the Influence of Celebrity Endorser on Purchase Intentions
Author: KOMANG CINDY SARASWATI, PUTU YUDI SETIAWAN
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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