Measuring the effect of celebrity endorsement on purchase intention: The role of brand image as a mediator

The trend that is attracting the attention of several Indonesian people, especially at this time is the trend of saffron spices from Iran which began to be popularized by celebrities. Several Indonesian celebrities are trying to get involved in the saffron business. Saffron business opportunities become viral when business people take advantage of the popularity of the celebrity as a supporter of saffron business. This study aims to analyze the effect of celebrity endorsement on the purchase intention of SAFFRONESIA (Shamim Saffron Indonesia) products with a brand image as an intervening variable. The results of this study indicate that celebrity endorsement with indicators of credibility and attractiveness has a positive effect on increasing consumer interest in purchase intention. To attract consumers through strength association on brand image, the company communicates brand image in a more attractive way and through favorability association indicators that provide customer guidance in fulfilling their desires in purchase intentions. Related to the implications of the variable purchase intention on explorative interest indicators, this study helps companies create strategies to increase purchase intention with appropriate and attractive advertising techniques, in addition to the transactional interest indicator, this research helps strengthen the strategy of SAFFRONNESIA image formation by making regular updates through social media with an attractive visual appearance and the right content selection. Utilization of the popularity of celebrity endorsement has formed a good and positive brand image towards the determination of the purchase intention of SAFFRONNESIA products. The formation of a brand image obtained from the use of celebrity as a celebrity endorsement can create a superior brand image from competitors and can increase the impetus on the purchase intention of SAFFRONNESIA products for target consumers.