Influence Of Celebrity Endorsement On High And Low Involvement Product

Saputra, Dipo Tulus and , Ihwan Susila, SE., M.Si., Ph.D (2017) Influence Of Celebrity Endorsement On High And Low Involvement Product. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research is comparative study to explore the influence of celebrity endorsement on high and low involvement product. This study aims to determine the influence of celebrity dimension on purchase intention and to reveal which is the most influential. Data were collected using questionnaire-based survey used purposive sampling method and distributed to 229 respondents comprising all of consumer in Surakarta. In order to analyze the data obtained from questionnaires, quantitative methods were employed. The findings showed that credibility has influence on purchase intention on high involvement product than low involvement product. Finally, atributes of celebrity are not much impotent for intent to purchase for existing product but, hedonic and utilitarian are the key for purchase intetntion.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Celebrity Endorsement, Purchase Intention, High and Low Involvement Product
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DIPO TULUS SAPUTRA
Date Deposited:	09 Aug 2017 07:00
Last Modified:	09 Aug 2017 07:00
URI:	http://eprints.ums.ac.id/id/eprint/54956

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