THE INFLUENCE OF ADVERTISEMENT PERCEPTION AND CELEBRITY ENDORSER TOWARDS PURCAHASE DECISION THROUGH BRAND IMAGE AS THE MEDIATOR
Abstract
This rcsenrclr sb s to etar i e tlu itrfluence of the aduertiseueflt PercePtiort atd celebity
etdotser tozoards putclttse decision tltaugh braud ittoge ds the fiedidtot. The tespotdetts itt
this research ore coflstuners ot Tokopedia,cont tuh.o lwue seen TokoVedia.con adttertisenett
zttitlt Isya o Strnsptti as celebrity erdorser urd lutoe slopped orlire ot Tokopedia.cow itt
20:17. TltE totol rcspofldeflts are 130. Tht sonrplittg is cowlucted by purposioe sanplittg
teclmique- Tlis resetrch uses Stntchtql Equation Modelhg (SEII[] onalysis techfique zoith
AMOS rc analysis tool,