Abstract:
Purpose This study aims to identify the factors influencing purchase
intention of Le Minerale products in Indonesia mediated by brand
image. Through this research, it is hoped to contribute to developing
a more effective marketing strategy to increase the brand image and
sales of Le Minerale products in Indonesian society.
Methodology In this study using quantitative methods, the
population are people have seen advertisement of Le Minerale and
consumed it. This study used a purposive sampling technique.
Questionnaire as a data collection tool is distributed via a Google
form. A total of 300 valid respondents were in this study, and the
data were analyzed using Structural Equation Model (SEM).
Finding 一 Television advertising positively and significantly
affects the brand image and purchase intention. Social media
marketing also positively and significantly affects the brand
image and purchase intention. Celebrity endorsement has a
positive and significant effect on brand image and purchase
intention, and brand image has a positive and significant effect
on purchase intention of Le Minerale products.
Originality / Value Several studies have been conducted to
identify the use of television advertising, social media marketing
and celebrity endorsements as factors that have a positive and significant impact on brand image and consumer purchase
intentions. This study provides an understanding for marketers
in developing marketing strategies that are effective, relevant
and have an impact on consumer perceptions and purchasing
intention.
