EFEKTIFITAS PELIBATAN DAN KESADARAN MEREK DALAM MENINGKATKAN MINAT BELI PELANGGAN
Keywords:marketing, digital marketing, celebrity endorsement, brand awareness, purchase intention
The aims of this research are to analyze the effect of celebrity endorsement and brand awareness on purchase intention from consumer of Tokopedia in JABODETABEK. This research uses quantitative methods and causality research design. The population in this research are Tokopedia consumer who live in JABODETABEK. The sample used in this research is a non-probability method with a purposive sampling technique. The data used in this research were obtained from distributing questionnaires to 100 respondents. The analytical tools in this research are correlation test, multiple linear regression, coefficient of determination, and hypothesis testing. The test results show that: (1) the variable of celebrity endorsement has a positive correlation and has a low but significant relationship with purchase intention. This is based on the r value of 0,284 and the p value = 0,004 (<0,05); (2) the brand awareness variable has a positive correlation and has a strong and significant relationship with a purchase intention. This is based on the r value of 0,786 and the p value = 0,000 (<0,05).