PERAN BRAND AWARENESS MEMEDIASI KREDIBILITAS CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION

Abstract

The purpose of this study is to determine the role of Brand Awareness mediating the influence of Celebrity Endorser credibility on Purchase Intention. The population of this research is all users or consumers of Shopee e-commerce platforms in Denpasar City whose numbers cannot be determined directly (infinite). The sampling technique uses nonprobability sampling with a sample size of 112 respondents. The analysis technique used is the path analysis technique (path analysis). This research proves that the credibility of celebrity endorsers and brand awareness has a positive and significant effect on purchase intention. The credibility of celebrity endorsers has a positive and significant influence on organizational commitment to brand awareness and brand awareness partially mediates the effect of celebrity endorser credibility on purchase intention. Keywords: purchase intention, brand awareness, celebrity endorser credibility, shopee mobile shopping