FORECASTING OF EFFECT CELEBRITY ENDORSER, BRAND IMAGE,  BRAND TRUST TOWARD PURCHASE INTENTION  (Study Case: Malang Strudel, the Special Gift Cuisine from Malang City by Teuku Wisnu)

Halim Dwi Putra; A. Malik; Aswandi Aswandi; Safra Apriani Zahraa

Halim Dwi Putra
A. Malik Politeknik Negeri Bengkalis
Aswandi Aswandi Politeknik Negeri Bengkalis
Safra Apriani Zahraa Politeknik Negeri Bengkalis

Keywords: Celebrity Endorser, Brand Image, Brand Trust and Purchase Intention

Abstract

This study aims to determine and explain the forecasting effect of variables in celebrity endorser,
brand image, brand trust toward purchase intention, which is owned by Malang Strudel, the special gift
cuisine from Malang city by Teuku Wisnu. The research used is explanatory research with a quantitative
approach. The population in this study is that all people in Indonesia know about this product, Malang
Strudel, which is available throughout Indonesia, both through advertisements on all existing social media.
The survey was conducted online which became a borderless area to be researched, namely throughout
Indonesia on a large scale using the Google Form. The number of samples from this study using the Michin
formula obtained a minimum number of 420 respondents but the data in the field obtained 550 respondents
which can be obtained. This research was conducted from February to June 2021. The data analysis used
was descriptive analysis and Wrap Pls analysis. The interesting finding of this research is Celebrity
endorser has an effect 0.543 but not significant on Brand image,Celebrity endorser has an effect 0.043 but
not significant on Brand Trust,Brand Image has an effect 0.383 on Purchase Intention and Brand Trust
has an effect 0.341 on Purchase Intention.