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The Role of Sales Promotion Girl on Purchase Intention

    Authors

    • Ana Rusmardiana 1
    • Fenni Supriadi 2
    • Rita Irviani 3
    • Hamid Mukhlis 4
    • Rahul Chauhan 5

    1 Universitas Indraprasta PGRI, Jakarta, Indonesia.

    2 Universitas Muhammadiyah Pontianak, Pontianak, Indonesia

    3 STMIK Pringsewu, Lampung, Indonesia

    4 Universitas Aisyah Pringsewu, Lampung, Indonesia

    5 Parul University, India

,

Document Type : Research Article

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Abstract

Some companies have various strategies to build the strong value of the companies’ brand
image so that the consumers intend to buy the products through strengthening sales promotion,
product quality, and empowering the use of celebrity endorsers. Therefore, the purpose of this
study is to analyze the effect of sales promotion, product quality, and celebrity endorser in
building Brand Image to trigger purchase intention so that the main objective of this research is to
examine the role of the mediating effect of Brand Image. By implementing Multiple regression
analysis, the results of this study show that sales promotion, product quality, and celebrity
endorsers affect brand image, and brand image has a mediating role in boosting consumer
purchase intention. Celebrity endorser has the highest influence on brand image. The higher
brand image has, the higher purchase intention will be created due to the more attractive celebrity
endorser role, then followed by intensive sales promotions and high product quality.

Keywords

  • Sales Promotion
  • product quality
  • celebrity endorser
  • Brand Image
  • Purchase Intention
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European Journal of Molecular & Clinical Medicine
Volume 7, Issue 2
November 2020
Page 1311-1325
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  • Article View: 342
  • PDF Download: 638

APA

Rusmardiana, A., Supriadi, F., Irviani, R., Mukhlis, H., & Chauhan, R. (2020). The Role of Sales Promotion Girl on Purchase Intention. European Journal of Molecular & Clinical Medicine, 7(2), 1311-1325.

MLA

Ana Rusmardiana; Fenni Supriadi; Rita Irviani; Hamid Mukhlis; Rahul Chauhan. "The Role of Sales Promotion Girl on Purchase Intention". European Journal of Molecular & Clinical Medicine, 7, 2, 2020, 1311-1325.

HARVARD

Rusmardiana, A., Supriadi, F., Irviani, R., Mukhlis, H., Chauhan, R. (2020). 'The Role of Sales Promotion Girl on Purchase Intention', European Journal of Molecular & Clinical Medicine, 7(2), pp. 1311-1325.

VANCOUVER

Rusmardiana, A., Supriadi, F., Irviani, R., Mukhlis, H., Chauhan, R. The Role of Sales Promotion Girl on Purchase Intention. European Journal of Molecular & Clinical Medicine, 2020; 7(2): 1311-1325.

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