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All Journal Journal of Accounting, Management and Islamic Economics
Sheila Ramadani
Indonesia Banking School
Economics, Econometrics & Finance

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PERAN ONLINE CELEBRITY ENDORSER PADA PEMBENTUKAN SELF-BRAND CONNECTION DAN NIAT BELI PRODUK FASHION LOKAL Sheila Ramadani; Enny Haryanti
Journal of Accounting, Management and Islamic Economics Vol. 1 No. 2 (2023): Journal of Accounting, Management, And Islamic Economics, Volume 01, No. 02, De
Publisher : Ibs Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35384/jamie.v1i2.476

Abstract

This study is modification of previous research (Ho et al.2020). Modifications are made by adding additional constructs, namely Self-Brand Connection and Brand Affection. This study uses 70 respondents who are follower are of Arief Muhammad and follower of one of the local brands, Prep studio. The research method used is a quantitative approach. The analysis in study uses PLS-SEM witch is supported by SmartPLS 3.0 software. The result of this study has implications for Arief Muhammad celebrity followers, to examine and analyze the role of online celebrity endorsers in the formation of Self-Brand connections and purchase intentions of local fashion product.
Co-Authors Enny Haryanti