PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Sepatu Compass di Kota Malang)

This research was conducted on Compass shoe consumers in Malang City, aiming to find out and analyze the influence of celebrity endorsers on consumer buying interest through brand image as a mediating variable. The population in this study is consumers who have used/tried Compass shoes. The sample was 110 respondents. This study uses a quantitative method. The sampling technique uses the purposive sampling method, where samples are selected based on certain criteria that have been determined by the researcher. Data collection uses questionnaires. The data analysis technique uses a scale range and Smart PLS analysis tool 4. The results of the calculation of the scale range show that celebrity endorsers are known to get very attractive ratings from consumers, brand images are known to get very good ratings from consumers, and buying interests are known to get interest ratings from consumers. The results of the study show that Celebrity endorsers have a positive and insignificant effect on consumer buying interest in buying compass shoes in Malang City. Celebrity endorsers have a positive and significant effect on brand image in buying compass shoes in the city of Malang. Brand image has a positive and significant effect on consumer buying interest in buying compass shoes in Malang City. Celebrity endorsers have a positive and significant effect on consumer buying interest through brand image as a mediating variable.