ANALISIS PENGARUH CELEBRITY CREDIBILITY, CELEBRITY ATTRACTIVENESS, CONGRUENCY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK DAMN! I LOVE INDONESIA DI SURABAYA

Abstract

The development of the growing fashion industry also has an effect in Indonesia. It is also used by celebrities in Indonesia to build their business, especially in the fashion industry. In addition celebrity using their image as celebrity to endorser their products and brand. Therefore, this study aims to analyze the influence of celebrity credibility, celebrity attractiveness, congruency and brand image towards purchase decision with using object DAMN! I Love Indonesia. The result of this study can be used by DAMN! I Love Indonesia to develop the best strategy in order to increase purchasing product DAMN! I Love Indonesia. This study uses quantitative approach with Structural Equation Modeling (SEM) technique and AMOS 16.0 software. Questionnaires were distributed to 122 respondents who used as a sample in this study using non probability sampling and snowball sampling’s method. The results of this study shows that variable brand image has significant positive effect on variable purchase decision with coefficient regression number 0.400, variable brand image be influenced by another variable such as variable celebrity attractiveness with coefficient regression number 0.314, variable congruency with coefficient regression number 0.261 and variable celebrity credibility with coefficient regression number 0.202. Another variable that has a positive significant positive effect toward the variable purchase decision is variable celebrity credibility with coefficient regression number 0.213 and celebrity attractiveness with coefficient regression number 0.200. Whereas for variable congruency just has a insignificant positive effects towards variable purchase decision with coefficient regression number 0.063.