Hocking, & Block (1984), the use of celebrity endorsement improves the image of the brand, has a positive impact on company’s image and the messagecredibility increases. Celebrity endorsement is one of the most talked about topics in marketing Bower & Landreth (2001). Nowadays celebrity endorseras we know like selebgram, youtuber that comes to our society can impact and make the society believes their word to make a purchase. Wardah usecelebrity endorsement to bring up their product, while the product of Wardah prioritize the halal product most of all the celebrity are from Muslim.Nowadays halal certification is needed by some people around the world especially muslim people. As we know muslim has a halal and haram product.And by that halal certification more hunted now before the consumer buy the product. Halal logo on the product packaging are proven as the productthat certified halal. Halal certification is one of the impacts of purchase intention. Not only halal certification, there also celebrity endorsement thataffect purchase intention. According to McCraacken, 1989 in Erfgen, 2011, A celebrity endorser is any individual who enjoys public recognition and whouses this recognition on behalf of a consumer good by appearing with it in an advertisement. Beside halal certification and celebrity endorsement canaffect consumer to make purchase intention there also because of the brand image. By that problem we need to ensure that is there any positive effectof halal certification to purchase intention in direct effect, or celebrity endorsement to purchase intention and the last is halal certification and celebrityendorsement to purchase intention mediating role by brand image. In this case we use cosmetic as our product, Wardah cosmetic. The competition is
You've reached the end of your free preview.
Want to read both pages?
- Fall '19