Open AccessThe Outcome of Celebrity Endorser
Author(s) -
Sri Widyawati
Publication year - 2020
Publication title -
journal of reseach in management
Language(s) - English
Resource type - Journals
eISSN - 2654-5373
pISSN - 2654-5365
DOI - 10.32424/jorim.v3i1.98
Subject(s) - attractiveness , trustworthiness , advertising , psychology , structural equation modeling , brand image , congruence (geometry) , positive relationship , social psychology , computer science , business , psychoanalysis , machine learning
The purpose of this research was to find out the influence of expertise, attractiveness, trustworthiness and match up congruence whose BTS as Tokopedia’s Endorser towards brand image and purchase intention. The data in this study were use primary data, obtained by distributing 293 questionnaires to customers knows that BTS as Tokopedia’s Endorser. Data anaysis method used was Structural Equation Modelling (SEM) using AMOS 7. Based on the data analysis, it can be concluded that (1)Celebrity expertise has a positive influence on brand image, (2)Celebrity attractiveness has no positive influence on brand image, (3)Celebrity trustworthiness has a positive influence on brand image, (4)Celebrity match-up has no positive influence on brand image, (5)Celebrity expertise has a positive influence on purchase intention, (6)Celebrity attractiveness has no positive influence on purchase intention, (7)Celebrity trustworthiness has no positive influence on purchase intention, (8) Celebrity match-up has a positive influence on purchase intention, (9)Brand image has a positive influence on purchase intention.