The Influences of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, on Purchase Intention

Abstract

Advertising endorser play a key role on information transmission between manufacturers and consumers. Its purpose is to draw consumers’ attention and interest in order to achieve the object of communication with consumers. This study uses a technique used in sampling in this study is SmartPLS version 3, with a sample of 200 respondents en. The data collection questionnaire using Smart Partial Least Square, premises n software Smart PLS. The sample was chosen randomly from lectures and students at Jakarta State University and the general public. The results of previous studies indicate that there is a positive effect of advertising, brand image, price promotion, but there is no positive effect of brand equity on purchase intentions.