Pengaruh Korean Celebrity Endorsement terhadap Persepsi Kualitas, Brand Image, dan Intensi Pembelian Merek Skincare Lokal

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Published Jul 1, 2024

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Gabriela Junisa Lasse
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.
Michelle Elizabeth
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.
Agus W. Soehadi
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.
Dini Anggraeni Sirad
School of Business and Economic, Universitas Prasetiya Mulya, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama No.1, BSD City, Kec. Pagedangan, Kabupaten Tangerang, Banten 15339, Indonesia.

Abstract

The extensive use of celebrity endorsements to the business competition is an interesting marketing phenomenon to be explored further. This study aims to examine the influence of Korean celebrity endorsement on brand image, perceived quality, and purchase intention of skincare brands in Indonesia, using the case study of Scarlett and their Korean celebrity endorsers, TWICE. Using a quantitative research method, a total of 200 respondent data were analyzed using SEM in the AMOS 26 program. The results showed that Korean celebrity endorsement, characterized by attractiveness, trustworthiness, and familiarity dimensions, had a positive and significant impact on brand image and perceived quality, ultimately leading to increased consumer purchase intention. This study also discusses the theoretical implications and practical implications that can be utilized by future researchers and business practitioners.

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How to Cite
LASSE, Gabriela Junisa et al. Pengaruh Korean Celebrity Endorsement terhadap Persepsi Kualitas, Brand Image, dan Intensi Pembelian Merek Skincare Lokal. Kajian Branding Indonesia, [S.l.], v. 6, n. 2, p. on process, july 2024. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/1301>. Date accessed: 21 nov. 2024.
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Issue
Vol 6 No 2 (2024): Kajian Branding Indonesia - In Progress
Section
Articles
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