THE EFFECT OF CELEBRITY ENDORSEMENT AND BRAND IMAGE ON THE BUYING INTEREST OF SOMETHINC COSMETIC PRODUCTS (STUDY ON STUDENTS OF THE UNIVERSITY OF MATARAM)
THE EFFECT OF CELEBRITY ENDORSEMENT AND BRAND IMAGE ON THE BUYING INTEREST OF SOMETHINC COSMETIC PRODUCTS (STUDY ON STUDENTS OF THE UNIVERSITY OF MATARAM)
Kata Kunci:
Purchase Intention, Celebrity Endorsment, Brand Image.Abstrak
The study aims to determine the influence of celebrity endorsement and brand image on the
purchase intention of Somethinc cosmetic products student at the Mataram University. The
population of this study consists of all students at Mataram University who are aware of
Somethinc cosmetic products. The data collection method used in this study is a survey
research method.the data collection tehnique involves using questionnaires or online surveys
through Google Form as the data collection tool. The study utilizes a sample of 100
respondents, and the sampling method usedis purposive sampling. The research design us ed
in this research is causal associative. The results of this study indicate that celebrity
endorsement (X1) has a positive and significant effect of 29,2% on purchase intention (Y),
while brand image (X2) has a positive and significant effect of 47,9% on purchase intention
(Y). It is recommended, based on the findings of this study, that Somethinc brrand producers
continue to improve their promotional strategies and pay more attentiom to popular and wellknown
celebrities among the public so by implementing such strategies,consumers will be
iinterested, this generating purchase intention among them.
