Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen

  • Ishak A
N/ACitations
Citations of this article
277Readers
Mendeley users who have this article in their library.

Abstract

This study investigates the effectiveness of the celebrity’s use in the advertisement. It, specifically, analyses the effect of credibility of the celebrity on the attitude toward the advertisement and the purchase intention. By using structural equation modelling with one congeneric measurement approach, this study indicates that from three dimensions of celebrity’s credibility, only attractiveness does not have significant influence on the attitude toward the ads. The other two dimensions that are trustwothiness and expertise have positively and significantly affect the attitude toward the ads which in turn enhances significantly the purchase intention. Additonally, it also finds that the effect of attitude toward the ads on purchase intention is so small indicating there some factors affecting the purchase intention

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Cite

CITATION STYLE

APA

Ishak, A. (2008). Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen. Jurnal Siasat Bisnis, 12(2), 71–88. https://doi.org/10.20885/jsb.vol12.iss2.art2

Readers' Seniority

Tooltip

PhD / Post grad / Masters / Doc 13

43%

Lecturer / Post doc 12

40%

Researcher 4

13%

Professor / Associate Prof. 1

3%

Readers' Discipline

Tooltip

Business, Management and Accounting 36

53%

Economics, Econometrics and Finance 17

25%

Social Sciences 11

16%

Psychology 4

6%

Save time finding and organizing research with Mendeley

Sign up for free