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.