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Journal > Jurnal Ilmiah Universitas Bakrie > Analisis Pengaruh Celebrity Endorser dan Brand Image Terhadap Minat Beli Produk Fashion Belva Kebaya


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Jurnal Ilmiah Universitas Bakrie
Vol 4, No 02 (2016): Mei 2016
Analisis Pengaruh Celebrity Endorser dan Brand Image Terhadap Minat Beli Produk Fashion Belva Kebaya
Faizal, Muhammad ( Universitas Bakrie)
Article Info   ABSTRACT
Published date:
17 Mar 2016
Penelitian ini membahas mengenai penggunaan selebriti sebagai sarana promosi produk fashion. Penggunaan selebriti dalam hal ini disebut dengan istilah celebrity endorser yang tujuannya memunculkan ketertarikan pada konsumen. Selain itu, brand image yang merupakan hal penting dalam memasarkan produk fashion juga dianalisis pengaruhnya terhadap minat beli konsumen. Berdasarkan hasil penelitian terdapat pengaruh dari celebrity endorser dan brand image terhadap minat beli konsumen. Minat beli bersifat kecendrungan akan lebih memilih membeli produk yang menggunakan selebriti dibanding dengan produk yang tidak menggunakan selebriti dalam promosi. Kata kunci: celebrity endorser, brand image, minat beli. This study discusses the use of celebrities as a means of promotion of fashion products . The use of celebrities in this case referred to as celebrity endorser whose goal led to an interest in consumers. In addition , the brand image is important in marketing fashion products were also analyzed their influence on consumer purchase intention. Based on the results of research there is the influence of celebrity endorser and brand image to consumers purchase intention. Purchase intention is the tendency would prefer to buy products that use celebrity compared with products that do not use celebrity in the promotion Keywords : celebrity endorser , brand image , purchase intention.   DAFTAR PUSTAKA Alsmadi, S. (2006). The power of celebrity endorsement in brand choice behavior: an empirical study of consumer attitudes. Journal of  Accounting, Business & Management, Vol. 13, pp.69-84. Ebsco. Ankasaniscara, P. (2012). Analisis pengaruh celebrity endorsement pada brand image terhadap keputusan pembelian: studi kasus peter says denim.Jakarta: Universitas Indonesia. Barber et al. (2012). Measuring psychographics to assess purchase intention and willingness to pay. Journal of Consumer Marketing, pp.280- 292. Emerald Group Publishing Limited. Byrne, A. et al. (2003). The naked truth of celebrity endorsement. British Food Journal. Vol. 105, pp.288-296. Carroll, A. (2008). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management Vol. 17, pp.146 -158. Palgrave Macmilan. Harris, L. C., Goode, M.M. (2010). Online servicescapes, trust, and purchase intention. Journal of Service Marketing, pp.230- 243. Emerald Group Publishing Limited. Kamins, M., et al. (2013). Two-sided versus one-sided celebrity endorsements:the impact on advertising effectiveness and credibility.  Journal of Advertising, Vol. 18, Iss: 2. Routledge Taylor and Francis  Group. Kara, C., et al. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. European Journal of  Marketing, Vol. 14, pp.167- 179.  Emerald Group Publishing  Limited. Kotler, P. dan Amstrong, G. (2010). Principles of marketing. 13th ed. New Jersey: Prentice Hall. Ming, L., et al. (2011). Brand image strategy affects brand equity after M&A. European  Journal of   Marketing, Vol. 45, pp.1091- 1111. Emerald Group Publishing Limited. Ogunsiji, A. S. (2012). The impact of celebrity endorsement on strategic brand       management. International Journal of Business and Social Science, Vol. 3,  No. 6. USA: Centre for Promoting Ideas. Patel, P. (2009). Impact of celebrity endorsement on brand acceptance. ICFAIJournal of Consumer Behavior, Vol. 4, Iss: 1, pp.36-45. Ebsco. Riezebos, R. (2003). Brand management: a theoretical and practical approach. Graningen: Prentice Hall. Sekaran, U. (2006). Research method for business. 4th ed. Jakarta: Salemba Empat. Sekaran, U. dan Bougie, R. (2010). Research method for business: a skill building approach. 5th ed. New York: John Wiley and Son. Shimp, T. A. (2007). Integrated marketing communication in advertising and promotion. 7th ed. Thompson South-Western. Spry, et al. (2011). Celebrity   endorsement, brand credibility and brand equity. European Journal of  Marketing, Vol. 45 Iss: 6, pp.882- 909. Emerald Group Publishing  Limited. Sugiyono. (2012). Metode penelitian bisnis. Jakarta: Alfabeta. 
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