The Influence of Celebrity Endorsements on Brand Reputation and Consumer Purchase Interest in Fashion A in Bali

Nurhayati Andikasari, Naning Istiawanti, Haniie Rakhmawati, Nursaid Nursaid, Nurul Qomariah

Abstract


Endorsing artists is one way to increase product sales. This research was conducted with the aim of finding out the influence of celebrity endorsements on brand reputation and consumer buying interest in Fashion A in Bali. The population in this research are all buyers at Fashion A in Bali. Descriptive analysis is used to determine the description of respondents and research variables. Validity tests and reliability tests are used to test the measuring instrument used in this research, namely the research questionnaire. To test the research hypothesis, multiple linear regression analysis was used. The research results are expected to show that the celebrity variable has an influence on brand reputation and consumer buying interest in Fashion A in Bali.


Keywords


celebrity endorsement; brand reputation; consumer buying interest; Balinese fashion

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DOI: https://doi.org/10.33258/birci.v6i4.7788

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.