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Yuliastuti, Hilda
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Aerospace Engineering Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Transportation Other

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Journal : Journal of Management

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What Impacts Celebrity Endorsement Has On Purchase Decisions Yuliastuti, Hilda; Sulkifli
Journal of Management Vol. 3 No. 1 (2024): January - June
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

Prior studies have demonstrated the impact of celebrity endorsement on consumer buying behaviour. That being said, there is frequently little conversation about the process that links the two variables. The purpose of this study is to investigate brand love as a mediating factor between celebrity endorsements and purchasing decisions. The information was obtained by distributing questionnaires to 153 respondents who were familiar with the brand and understood homogeneous characters, using a purposeful sampling technique. Methods of data analysis with partial least squares (PLS). The findings demonstrated that Brand Love had a mediating role in the noteworthy impact of celebrity endorsements on buying decisions
Co-Authors Akmal Abdullah Azis, Slamet Abdul Denpharanto Agung Krisprimandoyo Dian Nurmastuti Green, David H.M, Rahmayati Hendrawan, Henky Hubeis, M. Alimardi Istiqaroh, Choirum Rindah Jawahir, Moh. Jusman, Ikhsan Amar Kamsariaty, Kamsariaty Mayasari, Nanny Miftahorrozi, Miftahorrozi Muhammad Luthfi Murdiono, Jatmiko Nadia Dwi Irmadiani Nuryana, Arief Patel, Priya Purwoko, Harry Putra, Christophorus Indra Wahyu Putra, Johni Eka Raharti, Rini Rosalia, Olyvia Sri Mulyono Suhara, Ade Suhendra, Agus suryawan, ryan firdiansyah Utomo, Bekti Verawaty Verawaty Yosepha, Sri Yanthy