PENGARUH DAYA TARIK IKLAN DAN CELEBRITY ENDORSER MAUDY AYUNDA TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN POND'S WHITE BEAUTY SKIN PERFECTING CREAM DI KOTA PEKANBARU

Abstract

This study aims to determine the effect of Attractive Advertisement (X1) and Celebrity Endorser (X2) on Brand Image (Y1) and Purchase Decision (Y2) Pond's White Beauty Skin Perfecting Cream at Pekanbaru. The population of study was customers Pond's White Beauty Skin Perfecting Cream at Pekanbaru whose numbers are not known with certainly. Sampling technique used was purposive sampling and 112 people were selected to be sampled. Path Analysis with SmartPLS version 3.2.9 was used as methods of data analysis. The results were: 1) Attractive Advertisement had a positive and significant effect on Brand Image; 2) Celebrity Endorser had a positive and significant effect on Brand Image; 3) Attractive Advertisement had a positive and significant effect on Purchase Decision; 4) Celebrity Endorser had a positive and significant effect on Purchase Decision; 5) Brand Image had a positive and significant effect on Purchase Decision; 6) Attractive Advertisement had a positive and significant effect on Purchase Decision throughwork Brand Image; 7) Celebrity Endorser had a positive and significant effect on Purchase Decision throughwork Brand Image.

Keywords: Attractive Advertisement, Celebrity Endorser, Brand Image, and Purchase Decision.