THE EFFECT OF CELEBRITY ENDORSEMENT AND BRAND IMAGE ON CONSUMER PURCHASES INTENTION ON MASPION PRODUCTS IN AMBON CITY

Abstract

The use of a public figure or an artist in advertising a product that is known by the term of celebrity endorsement and good brand image in the consumers' minds nowadays is consider very important to help companies in order to achieve their objectives. This research aims to examine to examine the effect of celebrity endorsement and product image to costumer purchase intention of Maspion products in Ambon City. Samples of this research were 92 respondents who have ever watched the advertisement of Maspion product on television as well as buy and use the product. The instruments of research are the questionnaires using Likert scale. The data ware analyzed through the multiple regression technique. The results show that the role of celebrity endorsement by the dimensions of expertise, trusts, attractiveness, and adds tagline on Maspion product is able to create the consumers purchases intention. Furthermore, the typical results is also found that good brand image of Maspion products in the consumer's mind is also able to create the consumers purchases intention.