PENGARUH ENDORSER NON-SELEBRITI TERHADAP BRAND IMAGE DAN BRAND TRUST SERTA BERDAMPAK PADA MINAT BELI KONSUMEN PRODUK POND’S INSTABRIGHT TONE UP MILK CREAM MELALUI MEDIA SOSIAL INSTAGRAM

Indriana Dwi Septian; Sampurno; Derriawan

Indriana Dwi Septian Sekolah Pascasarjana Universitas Pancasila
Sampurno Sekolah Pascasarjana Universitas Pancasila
Derriawan Sekolah Pascasarjana Universitas Pancasila

Keywords: Social Media, Non-celebrity Endorsers, Brand Image, Brand Trust, and Purchase Intention, POND 'S Instabright Tone Up Milk Cream

Abstract

The purpose of this thesis research was to examine the effect of endorsers of non-celebrities with their relation to POND’s Instabright Tone Up Milk Cream buying interest, brand image and product on social media Instagram. This study uses quantitative methods with analysis techniques using LISREL 8.80. In this study, it is known that non-celebrity endorsers have a significant effect on the brand image of POND 'S Instabright Tone Up Milk Cream products which are marketed through Instagram social media. Non-celebrity endorsers have a significant effect on brand trust from POND 'S Instabright Tone Up Milk Cream products which are marketed through Instagram social media. Endorsers of non-celebrities have a significant effect on POND’S Instabright Tone Up Milk Cream product buying interest which is marketed through Instagram social media. Brand image has a significant effect on POND’S Instabright Tone Up Milk Cream product buying interest which is marketed through Instagram social media. Brand trust has a significant effect on POND’S Instabright Tone Up Milk Cream product buying interest which is marketed through Instagram social media.