The Influence of Celebrity Endorser to the Purchase Intention of Medan Napoleon Cake with Brand Image as Intervening Variable

Abstract

The objective of the research was to analyze the influence of celebrity endorser on purchase intention of Medan Napoleon cake with brand image as intervening variable. The research used associative method. The samples were 100 respondents in Medan who had not purchased Medan Napoleon cake, selected by using simple random sampling. The hypothesis was tested by using t-value test. The result of the research showed that celebrity endorser had positive and significant influence on purchase intention of Medan Napoleon cake, as well as on brand image. Moreover, brand image had positive and significant influence on purchase intention, hence demonstrated that brand image served as the intervening variable between celebrity endorser and purchase intention of Medan Napoleon cake. Keywords—promotion mix, celebrity endorser, brand image, purchase intention.