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All Journal Jurnal Manajemen. Business Management Journal Program Studi Manajemen
Debby Arthur Harris Debby Arthur Harris
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Journal : Business Management Journal Program Studi Manajemen

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PENGARUH PENGGUNAAN SELEBRITI AGNES MONICA TERHADAP MINAT BELI KONSUMEN (STUDI KASUS: NEW ERA, PROVIDER 3, HONDA VARIO, CHITATO, DAN SHAMPO ZINC) Debby Arthur Harris
Business Management Journal Vol 8, No 1 (2012): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (366.149 KB) | DOI: 10.30813/bmj.v8i1.615

Abstract

This research aims to determine the influence of celebrity attractiveness (X1), celebrity credibility (X2), the fit between the celebrity and the product category (X3), and advertising weight (X4) on consumer purchase intention (Y). It is based on five brands as case studies: New Era shoe, 3 telco provider, Honda Vario motorcycle, Chitato snack, and Zinc shampoo. F test showed that the simultaneous influence of the independent variables was statistically significant. Meanwhile, t test found that celebrity attractiveness (X1) influence on purchase intention (Y) was significant only for Provider 3 case, whereas the other 3 independent variables had significant influence in all cases.Thus, in choosing celebrity endorser, advertisers are advised to consider the fit between the celebrity and the product category, advertising weight, and celebrity credibility. Keywords : Celebrity endorser, Advertising
Co-Authors Ary Satria Pamungkas Ary Satria Pamungkas