Home
World Journal of Advanced Research and Reviews
International Journal with High Impact Factor for fast publication of Research and Review articles

Main navigation

  • Home
    • Journal Information
    • Editorial Board Members
    • Reviewer Panel
    • Abstracting and Indexing
    • Journal Policies
    • Our CrossMark Policy
    • Publication Ethics
    • Issue in Progress
    • Current Issue
    • Past Issues
    • Instructions for Authors
    • Article processing fee
    • Track Manuscript Status
    • Get Publication Certificate
    • Join Editorial Board
    • Join Reviewer Panel
  • Contact us
  • Downloads

eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in April 2026 (Volume 30, Issue 1) Submit manuscript

The role of celebrity endorsement on purchase intention of ERIGO products

Breadcrumb

  • Home
  • The role of celebrity endorsement on purchase intention of ERIGO products

Siska Abianti * and Lilik Wahyudi

Sebelas Maret University, Surakarta, Indonesia.
 
Research Article
World Journal of Advanced Research and Reviews, 2023, 17(02), 393-403
Article DOI: 10.30574/wjarr.2023.17.2.0230
DOI url: https://doi.org/10.30574/wjarr.2023.17.2.0230
 
Received on 25 December 2022; revised on 04 February 2023; accepted on 07 February 2023
 
This research was conducted to see how celebrities as trusted endorsers can influence consumer purchase intentions and boost sales. In addition, to find out the involvement of celebrity endorsements in encouraging consumers of the Erigo brand which has become a well-known local brand in Indonesia. This study aims to determine the factors that influence purchase intentions for Erigo products. Data were analyzed using PLS-SEM and with a total of 377 respondents spread across Indonesia. The results of this study indicate that celebrity endorsement, brand attitude, and brand loyalty have a positive effect on purchase intention.
 
Celebrity endorsement; Brand attitude; Brand loyalty; Purchase intention
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2023-0230.pdf

Preview Article PDF

Siska Abianti and Lilik Wahyudi. The role of celebrity endorsement on purchase intention of ERIGO products. World Journal of Advanced Research and Reviews, 2023, 17(2), 393-403. Article DOI: https://doi.org/10.30574/wjarr.2023.17.2.0230

Copyright © Author(s). All rights reserved. This article is published under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, sharing, adaptation, distribution, and reproduction in any medium or format, as long as appropriate credit is given to the original author(s) and source, a link to the license is provided, and any changes made are indicated.

All statements, opinions, and data contained in this publication are solely those of the individual author(s) and contributor(s). The journal, editors, reviewers, and publisher disclaim any responsibility or liability for the content, including accuracy, completeness, or any consequences arising from its use.

Get Certificates

Get Publication Certificate

Download LoA

Check Corssref DOI details

Issue details

Issue Cover Page

Editorial Board

Table of content

Copyright © 2026 World Journal of Advanced Research and Reviews - All rights reserved

Developed & Designed by VS Infosolution