The Effect of Dewi Sandra's Celebrity Endorsment and Television Advertising on Purchase Intention with Brand Image as an Intervening Variable on Beauty Products in Sidoarjo

This study aims to determine the effect of celebrity endorsment and television advertising on purchase intention with brand image as an intervening variable in wardah beauty product advertisments. The methode use in this research is a quantitave approach. Sampling was carried out by non probability sampling with accidental sampling type with a total of 100 respondents that using wardah beauty product. The data analysis technique inthis study uses the measurement of the inner model and outer model using the smart PLS 3.0 program. The result showed that celebrity endorsment did not have a sigificant effecton purchase intentions variabeles,television advertisement did not have a significant effect on purchase intention variables, celebrity endorsment had an effect on brand image, television advertisements had an effect on brand image, brand image had no influence on purchase intention, celebrity endorsment has an effect on the purchase intention variable through brand image .television advertising has an influence on purchase intention through the brand image.