PENGARUH CELEBRITY ENDORSER, BRAND ASSOSIATION DAN BRAND PERSONALITY TERHADAP INTENSI PEMBELIAN SAMPOO CLEAR MENTHOL DI KOTA PADANG (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Bung Hatta)

Abstract

This study aims to determine how the effect of celebrity endorsers, brand associations and brand personality on purchase intention Sampoo Clear Menthol. Data used in the study came from questionnaire (primary data). The analysis technique used is multiple linear regression. The results showed that the celebrity endorcer and the brand personality have a significant effect on the intention to buy Sampoo Clear Menthol, while the brand association no significant effect on the intention to buy Sampoo Clear Menthol. Thus, the Clear Menthol should increase consumer purchase itentions with more attention to benefits, competitive pricing  and the ability of other product that will be marketed .

Keywords : celebrity endorser, brand association, brand personality, purchase intentions