Influence of Celebrity Endorsement on Purchase Decision-making

Journal of Multidisciplinary Issues Pub Date : 2022-07-27 DOI:10.53748/jmis.v1i1.25

Elvira Dwi Hapsari

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引用次数: 1

Abstract

ABSTRACT Objective – This study aims to determine the effect of trustworthiness, attractiveness, and expertise possessed by celebrity endorsers on consumer purchase decision-making and to determine the effect of trustworthiness, attractiveness, and expertise that celebrity endorsers have on the buying interest of Instagram social media users partially. Methodology – The stratified random sample approach was used to determine respondents’ responses to each variable in this study. Data was obtained through a questionnaire method for 50 respondents who frequently watch celebrities endorsing products or services. The data is then analyzed using quantitative analysis, which includes validity and reliability, as well as the F and T tests to prove the hypothesis. Multiple linear regression analysis is the data analysis technique used to see the effect. Findings – Celebrity attractiveness influences purchase decision-making; however, trustworthiness and expertise do not. Novelty – This is one of the first studies to examine the relationships between attractiveness, trustworthiness and expertise and purchase decision-making. Keywords: celebrity endorsement, attractiveness, trustworthiness, expertise, decision-making

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名人代言对购买决策的影响

摘要目的:本研究旨在确定名人代言人的可信度、吸引力和专业知识对消费者购买决策的影响，并确定名人代言人的可信度、吸引力和专业知识对Instagram社交媒体用户购买兴趣的部分影响。方法-分层随机抽样方法用于确定受访者对本研究中每个变量的反应。数据是通过问卷调查的方式获得的，调查对象是50名经常观看名人代言产品或服务的受访者。然后使用定量分析来分析数据，包括有效性和可靠性，以及F和T检验来证明假设。多元线性回归分析是用来观察数据分析效果的技术。发现-名人吸引力影响购买决策;然而，诚信和专业知识则不然。新颖性——这是首批研究吸引力、可信度、专业知识和购买决策之间关系的研究之一。关键词:名人代言，吸引力，可信度，专业知识，决策

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Journal of Multidisciplinary Issues

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