THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY
This study aims to analyze the influence of celebrity endorsement, brand image, brand credibility and purchase intention on consumers of Wardah lipstick products in Kediri City. The population of this study is consumers of Wardah lipstick products in the city of Kediri. The sampling technique used p...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Russian Journal of Agricultural and Socio-Economic Sciences
2019-06-01
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| Series: | Russian Journal of Agricultural and Socio-Economic Sciences |
| Subjects: | |
| Online Access: | https://rjoas.com/issue-2019-06/article_37.pdf |