The Effect Of Celebrity Endorsement Towards Consumer Purchase Intention

Abdama, Azavia Halaqtasiana and , Soepatini, S.E., M.Si., Ph.D and , Kussudyarsana and , Dr. Jati Waskito, SE, MSi (2020) The Effect Of Celebrity Endorsement Towards Consumer Purchase Intention. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study was conducted to examine the effect of endorser's credibility on attractiveness, expertise, and trustworthiness on consumer purchase intentions. The endorser used in this research is Karin Novilda, a celebrity on Instagram. This study used 120 respondents in Surakarta, who was included in the millennial generation. The data analysis method used is the multiple linear regression analysis methods. This study uses quantitative research to determine the relationship between Attractiveness, Expertise, and Trustworthiness on consumer purchase intentions, using 18 items of questionnaire and purposive sampling method, data were collected from 120 people who are of the millennial generation and have seen advertisements conducted by Karin Novilda. Data were analyzed using linear regression test multiple. The T-test is used to test the proposed hypothesis. The results show that Attractiveness and Expertise have no significant effect on Purchase Intention, while trustworthiness significantly affects Purchase Intention.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Celebrity Endorsement, Consumer Purchase Intention, Attractiveness, Expertise, and Trustworthiness
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username b101173018
Date Deposited:	25 Feb 2021 06:56
Last Modified:	25 Feb 2021 06:59
URI:	http://eprints.ums.ac.id/id/eprint/89878

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