PENGARUH TRUSTWORTHINESS DAN CELEBRITY MATCH-UP PRODUCT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA KOSMETIK WARDAH DI SURABAYA
Abstract
One of the emerging industries in Indonesia is the cosmetics industry. The
competition of the cosmetic products in Indonesia is also getting tighter because of the many
cosmetic products on the market both products from domestic and cosmetic products from
abroad. One of the most popular cosmetic brands nowadays is Wardah Cosmetics. Wardah's
marketing strategy to communicate the product is by doing celebrity endorsement. Making
celebrities a celebrity endorser in delivering a message in an ad is one way that advertising
can attract the attention of consumers. Celebrity support is not only able to make the product
better known but also expected to influence the brand image and purchase intention, and to
connect between the celebrity, consumer and brand.
The purpose of this research is to know the influence of trustworthiness and celebrity
match-up product to purchase intention through brand image. The expected benefit of this
research is to increase the repertoire of science in the field of management especially how big
the influence trustworthiness and celebrity match-up product thus increasing brand image
which will ultimately increase consumer purchase intention on Wardah Cosmetics in
Surabaya.
This research is a causal research. The research method used is quantitative method
with data processing using AMOS. Data collection was done by distributing questionnaires to
100 respondents with respondent characteristics are women, aged 18-60 years, domiciled in
Surabaya, and have watched Wardah product advertisement at least 2 times in the last 1
month.
The results showed that trustworthiness with regression coefficient of 0.280, and
celebrity match-up product with regression coefficient of 0.242 positively and significantly
affect brand image. Variable brand image with regression coefficient of 0.292 have a positive
and significant impact on purchase intention. While trustworthiness with regression
coefficient of 0.323, and celebrity match-up product with regression coefficient of 0.325
positively and significantly affect purchase intention. The findings indicate that the celebrity
match-up product is the highest positive influence on purchase intention.