Wirahayu, Wiendyastuti
(2018)
The influence of celebrity endorsement on consumer purchase intention : case study: Indonesian Instagram users.
Bachelor thesis, Universitas Pelita harapan.
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Abstract
This research was conducted to find out the influence of celebrity endorsement on purchase intention. But at the same time, using other variables including price and product quality as comparison of celebrity endorsement impact to purchase intention. To achieve the objective, quantitative approach was used. The questionnaire was chosen as the main instrument to gather data from the primary source. After the data is gathered, it was analyzed using statistical software SPSS. There were many tests performed to make sure the data is usable and will produce valid and reliable result. The findings indicated that the celebrity endorsement, price, and product quality when combined are able to predice 66.7% of purchase intention. However, the variable that significantly influence purchase intention is not celebrity endorsement, but price and followed by product quality. Only three out of five dimensions of celebrity endorsement that have significant impact to purchase intention. Those dimensions are trustworthiness, expertise, and likeability. Hence, if the marketers want to use celebrity endorsement as part of marketing strategy, the price and product quality should also be consider. Lastly, to decide the right celebrity endorser, the marketers must taken trustworthiness, expertise, and likeability as the main criterions.
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