ANALISA KREDIBILITAS ENDORSER SOCIAL MEDIA TERHADAP PURCHASE INTENTION DENGAN MEDIASI BRAND IMAGE DAN ATTITUDE

Abstract

The rapid development of technology makes various life aspects easier. Social media is the results of technology developments used in daily activities. Easy access to social media with a wide reach can help users to get public attention which will support marketing activities. Therefore, this research aims to analyze Attractiveness, Trustworthiness, and Expertise of an Endorser influence in determining consumer purchasing intentions on social media, with the mediation of Brand Image and Attitude. This research uses quantitative research methods with purposive sampling technique. This study population that used are the social media user in Batam. The number used respondents from this research was 275 respondents with 24 questions. The analysis used in this research was PLS SEM. The research result show that attractiveness and expertise variables have a positive effect directly and indirectly that mediated by brand image and attitude, on purchase intention, the trustworthiness variable also has a positive effect on purchase intention, directly and indirectly that mediated by attitude, but didn’t show positive effect that mediated by brand image.