THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY

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...

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Bibliographic Details
Main Authors: Sandi P.R., Surachman, Yuniarinto A.
Format: Article
Language:English
Published: Russian Journal of Agricultural and Socio-Economic Sciences 2019-06-01
Series:Russian Journal of Agricultural and Socio-Economic Sciences
Subjects:
Celebrity endorsement
brand image
brand credibility
purchase intention
Online Access:https://rjoas.com/issue-2019-06/article_37.pdf

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