The Influence Of Celebrity Endorser And Brand Image Towards Purchase Intention In Scarlett Whitening Products

Abstract

The influence of celebrity endorsers on consumer brand behavior has been found to depend on the degree to which consumers perceive celebrity-brand pairs as congruent or logical. The degree of brand-supporting congruence could potentially moderate the effect of celebrity endorsements on brand outcomes. Lately, a beauty product that is very popular among teenagers to adult women is Scarlett's local beauty product. Consumer perceptions of the product will be good with the support of celebrity endorsers who use these products. The purpose of this study was to determine the effect of celebrity endorsers and brand image simultaneously on consumer purchase intention in Scarlett Whitening products. This type of research uses quantitative research with survey methods. This study uses a non-probability sampling technique, namely purposive sampling. This study uses data analysis techniques using classical assumption test statistical methods, Multiple Linear Regression tests, and hypothesis testing. Keywords-celebrity endorser, brand image, purchase intention, Scarlett whitening products