The role of celebrity endorser toward brand attitude and purchase intention: A study from Indonesia

Riyana Putri and Ratna Roostika
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Riyana Putri: Faculty of Business and Economics, Magister Management, Universitas Islam Indonesia, Condong Catur, Sleman, DI Yogyakarta, Indonesia
Ratna Roostika: Associate Professor, Faculty of Business and Economics, Magister Management, Universitas Islam Indonesia, Condong Catur, Sleman, DI Yogyakarta, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 8, 68-75

Abstract: The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer. Key Words:Celebrity, Endorser, Trustworthiness, expertise, attractiveness, Brand Attitude

Date: 2021
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