THE INFLUENCE OF CELEBRITY ENDORSEMENT AND BRAND IMAGE ON PURCHASE INTENTION AT CAFE ES TEH INDONESIA PALU

Abstrak

This research aims to analyze the influence of celebrity endorsement and brand image on consumer purchase intention at the Indonesian Es Teh Cafe in Palu City. Celebrity endorsement is a marketing strategy using celebrities as advertising stars to increase brand awareness and interest. Brand image is the image and reputation of a brand in the minds of consumers. Purchase intention is the intention to buy a product by consumers. This research used questionnaires and interviews to collect data from 55 respondents. Data were analyzed using multiple linear regression to test the hypothesis. The hypothesis in this research is that celebrity endorsement and brand image simultaneously have a positive and significant effect on purchase intention at the Indonesian Ice Tea Cafe, Palu. Celebrity endorsement has a positive and significant effect on purchase intention at the Indonesian Ice Tea Cafe, Palu. Brand image has a positive and significant effect on purchase intention at the Indonesian Ice Tea Cafe, Palu.