The Effect of Celebrity Endorsement Towards Purchase Intention With Attitude Towards Advertisement as Mediation

Prastatia, Saskia Luftiara (2015) The Effect of Celebrity Endorsement Towards Purchase Intention With Attitude Towards Advertisement as Mediation. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Endorsement can be defined as an act of giving one’s public approval or support to someone or something. A celebrity endorser is an individual who is known to the public (actor, sports figure, entertainer, etc) for his or her achievements in areas other than that of the product class endorsed. The purpose of this study is to analyze the effect of purchase intention of customer towards celebrity endorser with the mediation of customer’s attitude towards advertisement. The population in this study is people who know JKT48 that endorsing Pocari Sweat and Honda Mio J with 200 samples using purposive sampling. The primary data required includes the results of the questionnaire data from the respondents. The analysis results physical attractiveness and source credibility were not supported while celebrity and brand congruence and attitude towards advertisement were supported.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: celebrity endorsement, mediation, physical attractiveness, source credibility, celebrity and brand congruence, attitude towards advertisement, purchase intention.
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: saskia l p
Date Deposited: 12 Aug 2015 05:54
Last Modified: 12 Aug 2015 05:54
URI: http://eprints.ums.ac.id/id/eprint/36810

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