Pengaruh Brand Credibility, Brand Personality, Dan Celebrity Endorsement, Terhadap Purchase Intention Kosmetik Make Over Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswi Stie Bina Karya).

This study aims to test and find out how the influence of Brand Credibility, Brand Personality, and Celebrity Endorsement, on Purchase Intention of Make Over Cosmetics with Brand Image as an Intervening Variable (Case Study on Stie Bina Karya Students). The influence that we want to know is the direct or indirect influence. This type of research is quantitative which describes the location of the variables being studied and the effect of one variable on another. The population in the study was taken from the number of users in the 8th semester of Stie Bina Karya students. The sample taken was 30 respondents using the Probability Sampling method. The data analysis method uses the SPSS program.
The results of this study show that Brand Credibility does not have a significant influence on Purchase Intention. Brand Personality does not have a significant influence on Purchase Intention. Celebrity Endorsement does not have a significant influence on Purchase Intention. Brand Credibility does not have a significant influence on Brand Image. Brand Personality has a significant effect on Brand Image. Celebrity Endorsement has a significant effect on Brand Image. Brand Image does not have a significant influence on Purchase Intention. Brand Credibility does not have a significant influence on Purchase Intention through Brand Image as an Intervening Variable. Brand Personality does not have a significant influence on Purchase Intention through Brand Image as an Intervening Variable. Celebrity Endorsement has a significant effect on Purchase Intention through Brand Image as an Intervening Variable.