ADELIA, 041411233083 (2019) PENGARUH BRAND-ENDORSER PERSONALITY CONGRUENCE DAN BRAND-CONSUMEN PERSONALITY CONGRUENCE PADA CELEBRITY ENDORSER “JOVI ADHIGUNA” TERHADAP BRAND ATTITUDE DAN PURCHASE INTENTION PADA KOSMETIK MAKEOVER YANG DI MODERASI OLEH BRAND FAMILIARITY. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

This study research examines at the effect of Brand-Endorser Personality Congruence, Brand-Consumen Personality Congruence on Brand Attitude, and Purchase Intention which are moderated by Brand Familiarity in cosmetics Make Over. This research uses survey research design with a purposive sampling method that is spreading questionnaires to 200 respondents who meet certain criteria. The sample in this study are women who were aged between 17-30 years old who have never made purchases Make Over cosmetic product. The results of this study found that Brand-Endorser Personality Congruence had a nonsignificant effect on brand attitude, but had a significant influence on purchase intention. The Brand-Consumers Personality Congruence variable found a significant influence on the brand attitude and purchase intention. Then in this study it was proven that Familiarity with brands has a significant influence on brand attitudes and influences on purchase intention.

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