Pengaruh Celebrity Endorser,Advertising,Brand Awareness terhadap Purchase Intention melalui Brand Image dan Brand Trust pada produk Fresh Care di Kota Samarinda --Ed. 1

ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh ethnocentrism dan product knowledge serta social influence terhadap purchase intention melalui attitude pada pengguna kosmetik wardah di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 19 dan Structural Equation Modeling (SEM) dengan software IBM AMOS 05. Penelitian ini menggunakan sampel sebanyak 144 orang yang diambil dari sejumlah konsumen produk kosmetik wardah di kota Samarinda. Skala pengukuran menggunakan skala Likert dengan skor 1-5. Kuesioner yang digunakan didistrubusikan sebanyak 300 di Kota Samarinda.
Berdasarkan model structural dapat dibuktikan bahwa Celebrity Endorser tidak signifikan terhadap Brand Image, Brand Awareness berpengaruh signifikan terhadap Brand Trust, Brand Awareness tidak signifikan terhadap Brand Image, Advertising tidak signifikan terhadap Brand Image, Celebrity Endorser signifikan terhadap Purchase Intention, Advertising tidak signifikan terhadap Purchase Intention, Brand Trust signifikan terhadap Purchase Intention, dan Brand Image tdak signifikan terhadap Purchase Intention,

Kata Kunci :, Celebrity Endorser, Advertising, Brand Awareness, Brand Image, Brand Trust, Purchase Intention, produk Fresh Care di Samarinda SEM (Structural Equation Modeling).
ABSTRACT
The purpose of this paper is to analyze the impact of Celebrity Endorser, Advertising, Brand Awareness toward purchase intention through Brand Image and Brand Trust to Fresh Care in Samarinda City.
This paper used quantitative method. Structural Equation Modeling (SEM) was performed to test the measurement and structural models using IBM AMOS Ver.05 software. In total, 144 participants were domicile in Samarinda City completed a questionnaire were used Likert Scale with 1-5 score.
The result, Celebrity Endorser no significant impact on Brand Image, Brand Awareness significant impact on Brand Trust; Brand Awareness no significant impact on Brand Image, Adverising no significant impact on Brand Image, Brand Awareness significant impact on Purchase Intention, Celebrity Endorser significant impact on Purchase Intention, Advertising no significant impact on Purchase Intention, Brand Trust significant impact on Purchase Intention and Brand Image no significant impact on Purchase Intention
Keywords : Celebrity Endorser, Advertising, Brand Awareness, Brand Image, Brand Trust, Purchase Intention, Fresh Care, Samarinda City