The Influence of Celebrity Endorsements on Purchase Intention (A Study on VIVO V7)
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 8
Abstract
Celebrity endorsements in advertising is one the most effective tools to promote and inform a new product or service. Several previous research has been proven that celebrity endorsers as a marketing platform brings many positive impact on consumer purchase intention, especially for new brand entering new market.Those researches have proved empirically the effectiveness and the positive impact of celebrity endorsements in advertising, particularly on purchase intention and also revealed that several dimensions that built celebrity endorsement. By using structural equation modeling (SEM) through Smart-PLS, this research investigates the impact ofcelebrity endorsements variables on purchase intention.The data used in this study is the primary data. The data itself collected directly by the researcher to answer the problem or research objectives. To test the independent variable on the dependent variable, a survey was conducted in Indonesia by using a structured questionnaire. The questionnaire was self-administered, meaning respondents were given statement items and filled in responses themselves through the online survey platform, namely Survey Monkey. Total samples are 100 respondents.The findings reveal that celebrity endorsement has a positive and significant impact on purchase intention, and the three dimensions (attractiveness, expertise, and trustworthiness) play an important role on forming celebrity endorsement variable. The correlation values and loading factor of the three constructs; attractiveness, trustworthiness, and expertise, represent the contribution on celebrity endorsement. Moreover, trustworthiness of the celebrity is the biggest contributor on celebrity endorsement variable. This is followed by attractiveness and expertise dimensions.
Authors and Affiliations
Widarto Rachbini
Keywords
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- EP ID EP412356
- DOI 10.9790/487X-2008045966.
- Views 53
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