PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION

Abstract

The purpose of this study was to determine the role of brand awareness in mediating the effect of celebrity endorser towards purchase intention on Adidas Yeezy shoe products. This research was conducted in the Province of Bali with a sample of 60 respondents using non-probability sampling method with purposive sampling technique. Data was analysed using path analysis and Sobel test. Study result showed that celebrity endorser have a positive and significant effect on brand awareness and purchase intention; brand awareness have a positive and significant effect on purchase intention; and brand awareness can significantly mediate the influence of celebrity endorser on purchase intention. The result of this study indicates that good brand awareness and celebrity endorser can influence the purchase intention of Adidas Yeezy shoe products. Keywords: celebrity endorser, brand awareness, purchase intention