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All Journal Proceeding of International Conference on Entrepreneurship (IConEnt)
Khosasih, Ricky Antonius
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Economics, Econometrics & Finance

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Online Celebrity Endorsement and Brand Image on Customer Purchase Intention with the Mediating Role of Customer Ideal Self Khosasih, Ricky Antonius; Sembel, Jacquelinda Sandra
Proceeding of International Conference on Entrepreneurship (IConEnt) Vol 3 (2023): Proceeding of 3rd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The tight competition in sports shoes industry in Indonesia requires players in this market to be creative in promoting their products to win customers. One strategy is promoting their brand by adopting online celebrating endorsement. However, this strategy needs to be implemented carefully to match customer ideal self. This study aims to investigate the influence of online celebrity endorsement, brand image on purchase intention with the mediating role of customer idea self. A survey using online questionnaire was conducted among 180 private university students in Tangerang, Indonesia, Data was analyzed using Structural Equation Modeling Partial Least Square. The study reveals significant influence of celebrity endorsement, brand image and ideal self on purchase intention with a mediating role of customer ideal self.
Online Celebrity Endorsement and Brand Image on Customer Purchase Intention with the Mediating Role of Customer Ideal Self Khosasih, Ricky Antonius; Sembel, Jacquelinda Sandra
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 3 (2023): Proceedings of the 3rd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The tight competition in sports shoes industry in Indonesia requires players in this market to be creative in promoting their products to win customers. One strategy is promoting their brand by adopting online celebrating endorsement. However, this strategy needs to be implemented carefully to match customer ideal self. This study aims to investigate the influence of online celebrity endorsement, brand image on purchase intention with the mediating role of customer idea self. A survey using online questionnaire was conducted among 180 private university students in Tangerang, Indonesia, Data was analyzed using Structural Equation Modeling Partial Least Square. The study reveals significant influence of celebrity endorsement, brand image and ideal self on purchase intention with a mediating role of customer ideal self.
Co-Authors Sembel, Jacquelinda Sandra