THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION

The growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to investigate the role of brand attitude and brand credibility as a mediator of the celebrity endorsement to purchase intention. This study can be categorized as explanatory research and the...