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All Journal Prosiding Seminas Competitive Advantage JAM : Jurnal Aplikasi Manajemen AKRUAL: Jurnal Akuntansi Performance JABM JOURNAL of ACCOUNTING - BUSINESS & MANAGEMENT JOURNAL OF RESEARCH IN MANAGEMENT
Agus Suroso
Universitas Jendral Sudirman Purwokerto
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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Journal : JABM JOURNAL of ACCOUNTING - BUSINESS

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The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention Adiba, Soraya Tsamara; Suroso, Agus; Afif, Nur Choirul
Journal of Accounting, Business and Management (JABM) Vol 27 No 2 (2020): October
Publisher : STIE Malangkucecwara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31966/jabminternational.v27i2.700

Abstract

Smartphone becomes a standard platform for people to communicate with others.Nowadays, almost everyone has a smartphone because of its dependable functions.Therefore, the smartphone business is presently highly competitive, especially inIndonesia. One of the top smartphone brands in Indonesia is Oppo. To compete withother smartphone brands, Oppo uses celebrity endorsement as its marketing strategy.Oppo hires one of the eminent endorsers. This research purposes to investigate the effectof celebrity endorsement on brand image in determining purchase intention, using thecase of Oppo smartphone in Indonesia. This research uses a convenience samplingmethod utilizing 177 respondents who use Oppo smartphones and know Chelsea Islan.Data are analyzed using structural equational modeling (SEM) and AMOS statisticalsoftware. The results of hypothesis testing on this study shows that celebrity expertise,celebrity attractiveness, and celebrity trustworthiness have a positive effect on brandimage. On the other hand, celebrity match-up has a negative effect on brand image.Finally, brand image has a positive effect on purchase intention
Co-Authors Adiba, Soraya Tsamara Afif, Nur Choirul Annisa, Dian ary yunanto Ascaryan Rafinda BAMBANG SUNARKO Banani, Ade BERLIANSYAH, REZHA ARLANDA Endang Siti Astuti Hamidah Nayati Utami Icuk Rangga Bawono, Icuk Rangga Laoli, Alnis Gustin Melasari, Cita Purwaningtyas, Putri Rafinda, Ascariena Ratno Purnomo Sebayang, Ika Sari Damayanthi Sri Martini Sudiro, Dedy Aditya Suliyanto . Weni Novandari Yi, Feng Yuniarso, Gema Puja Zainal Arifin