Document Type : Research Article
Abstract
Some companies have various strategies to build the strong value of the companies’ brand
image so that the consumers intend to buy the products through strengthening sales promotion,
product quality, and empowering the use of celebrity endorsers. Therefore, the purpose of this
study is to analyze the effect of sales promotion, product quality, and celebrity endorser in
building Brand Image to trigger purchase intention so that the main objective of this research is to
examine the role of the mediating effect of Brand Image. By implementing Multiple regression
analysis, the results of this study show that sales promotion, product quality, and celebrity
endorsers affect brand image, and brand image has a mediating role in boosting consumer
purchase intention. Celebrity endorser has the highest influence on brand image. The higher
brand image has, the higher purchase intention will be created due to the more attractive celebrity
endorser role, then followed by intensive sales promotions and high product quality.
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