The role of celebrity endorsement on purchase intention of ERIGO products
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
Publication history:
Received on 25 December 2022; revised on 04 February 2023; accepted on 07 February 2023
Abstract:
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.
Keywords:
Celebrity endorsement; Brand attitude; Brand loyalty; Purchase intention
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0