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All Journal Journal of Communication and Public Relations (JCPR)
Afifah, Isti Februari
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Expertise, Trustworthiness, Similarity, Familiarity, Likeability, Product-Match Up of Celebrity Endorsement to Purchase Intention Afifah, Isti Februari
Journal of Communication and Public Relations Vol. 1 No. 2 (2022): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105001220223

Abstract

Celebrity endorsement has become popular marketing strategy for the last decade. However, it is not always effective. Sometimes, it brings adverse effect to the brand and product due to wrong selection of celebrity figure. Therefore, this study aimed to investigate variables that related to celebrity endorsement, but have most significant influence to purchase intention. Among others: expertise, trustworthiness, similarity, familiarity, likeability, and product-match. So, it can be used by marketers as an insight. There were 200 respondents involved in this explanatory quantitative study. The findings revealed that all variables have positive influence to purchase intention. However, it is only expertise, trustworthiness, similarity, familiarity, and likeability that have significant influence. It means, product-match up had insignificant influence to purchase intention.
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