Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

This Study aimed to examine and analyze the effect of Celebrity Endorser and Brand Personality to Purchase Intention and Brand Image at product Kuku Bima Ener-G Rosa version Chris Jhon. Data was collected by questionnaire. By using techniques non probability sampling, this research by talking a sample 100 respondents in people who saw advertisement and using product Kuku Bima Ener-G Rosa at Kecamatan Kebumen. The variable used in this research is celebrity endorser (X1), brand personality (X2), brand image (Y1) and purchase intention (Y2). This research using data analysis techniques, using descriptive analysis tekhniques and statistical is validity test, reability test, classical assumptions test, hypothesis test, path analysis and correlation analysis to using on SPSS 22.
These results indicate that all variable valid and reliable, there is no multikolinieritas, not occur heteroskedastisitas and model meets the assumption ormality. The influence celebrity endorser to brand image show that celebrity endorser significant influence brand image. The influence brand personality to brand image show that brand personality significant influence brand image. The influence celebrity endorser to purchase intention show that celebrity endorser significant influence purchase intention. The influence brand personality to purchase intention show that brand personality not effect significant purchase intention. Brand image able to be explained by celebrity endorser variable and brand personality in the amount of 44,9% and 55,1 influenced by other variables. Purchase intention able to be explained by celebrity endorser variable, brand personality