Analisis Classical Conditioning dalam Menguji Pengaruh Endorser Selebriti pada Citra Merek dan Niat Pembelian Produk and Hand Body Lotion Nivea

Abstract

In contemporary marketing, companies widely employ strategies utilizing celebrity endorsements, significantly impacting consumers' purchasing intentions due to their effectiveness in advertising. Consumer attitudes toward these celebrity endorsers play a pivotal role in disseminating their effectiveness to fellow consumers. This research focuses on Nivea hand and body lotion consumers in Semarang City, aiming to establish a model, formulate hypotheses, identify indicators, and examine the impact of attitudes toward celebrity endorsers and their appeal on purchase intentions, with brand image acting as an intervening factor. Data collection involved surveying 150 respondents, selected via purposive sampling, who reside in Semarang City, are at least seventeen years old, and have used Nivea hand and body lotion at least once. Quantitative and structural analysis of the data was conducted using Structural Equation Modeling (SEM), employing Analysis Moment of Structural (AMOS) version 24 as the analytical tool. The analysis reveals a significant and positive relationship between consumers' attitudes toward celebrity endorsers and brand image, as well as between these attitudes and purchase intentions. Additionally, the appeal of celebrity endorsers significantly influences brand image and purchase intentions. Ultimately, brand image exhibits a positive and substantial association with consumers' purchase intentions for Nivea hand and body lotion.