The Mediating Role of Brand Image in the Effect of Sales Promotion, Product Quality, and Celebrity Endorser on Purchase Intention


Riszki Akbar, Mahrinasari MS, Dorothy Rouly H. Pandjaitan
Master Program in Management, Faculty of Economics and Business, the University of Lampung, Indonesia.


Some companies have various strategies to build the strong value of the companies’ brand image so that the consumers intend to buy the products through strengthening sales promotion, product quality, and empowering the use of celebrity endorsers. Therefore, the purpose of this study is to analyze the effect of sales promotion, product quality, and celebrity endorser in building Brand Image to trigger purchase intention so that the main objective of this research is to examine the role of the mediating effect of Brand Image. The number of respondents in this study was 200 respondents by implementing a probability sampling technique. By implementing Multiple regression analysis, the results of this study show that sales promotion, product quality, and celebrity endorsers affect brand image, and brand image has a mediating role in boosting consumer purchase intention. Celebrity endorser has the highest influence on brand image. The higher brand image has, the higher purchase intention will be created due to the more attractive celebrity endorser role, then followed by intensive sales promotions and high product quality.