📅 26 September 2025
DOI: 10.58192/ebismen.v4i3.3720
Pengaruh Celebrity Endorse dan Brand Image Terhadap Minat Beli Konsumen Kaloka Café
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Universitas Maritim AMNI
📄 Abstract
This study aims to analyze the influence of celebrity endorsement and brand image on consumer purchase intention at Kaloka Café in Bima Regency, Indonesia. The research employed a quantitative approach with an associative design. A total of 96 respondents were selected using accidental sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, and F-test with SPSS. The findings reveal that celebrity endorsement does not have a significant effect on purchase intention, while brand image shows a significant positive effect. Simultaneously, both variables significantly affect purchase intention, with a contribution of 44.3%. These results highlight that brand image plays a more dominant role than celebrity endorsement in shaping consumer decisions. The study recommends that Kaloka Café strengthen its brand image through product quality, consistent service, and effective brand communication, while carefully selecting endorsers who are credible and relevant to the target market.
🔖 Keywords
#celebrity endorsement; brand image; purchase intention; marketing; Kaloka Café
ℹ️ Informasi Publikasi
Tanggal Publikasi
26 September 2025
Volume / Nomor / Tahun
Volume 4, Nomor 3, Tahun 2025
📝 HOW TO CITE
Umam, Jumaidil; Haryanti, Intisari; Purnama, Ita, "Pengaruh Celebrity Endorse dan Brand Image Terhadap Minat Beli Konsumen Kaloka Café," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 3, Sep. 2025.
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