PENGARUH KUALITAS PRODUK, CELEBRITY ENDORSER, DAN DAYA TARIK IKLAN TERHADAP INTENSITAS PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI PADA PRODUK AIR MINUM DALAM KEMASAN “AQUA” DI WILAYAH KECAMATAN TEMBALANG KOTA SEMARANG)

Abstract

The increasing number of bottled water industries in Indonesia creates high and fierce competition among
producers. Aqua, as the first ever bottled water brand in Indonesia, is still able to manage itself as the top
charter in Indonesia, based on sales figures. The main purpose of this research are to examine the effect of
product quality, celebrity endorser, and advertising appeals of Aqua on its purchase intention with brand image
as intervening variable.
The population of this research was all residents of Tembalang district in Semarang city. Samples were
taken as many as 100 respondents using accidental sampling method. Multiple linear regression and hypothesis
testing were used as analyzer. This research adopted two multiple linear regression models.
Based on this research, product quality has a significant and positive influence on brand image, celebrity
endorser has a significant and positive influence on brand image, adertising appeals have a significant and
positive influence on brand image, and brand image has a significant and positive influence on purchase
intention.
Keywords : Product Quality, Celebrity Endorser, Advertising Appeals, Purchase Intention, Brand Image