The research in this thesis examines the influence of celebrity endorsement
towards purchase intention in the context of Ari Lasso and Daihatsu Luxio. Celebrity
endorsement is represented the characteristics of the celebrity which are
conceptualized by constructs of trustworthiness, expertise, familiarity, likability,
similarity, product-fit. The data gathering was carried out using questionnaire where
the sampling method was purposive judgment. The number of research respondents is
160 in which the writer managed to get 157 valid questionnaires. The analyses
pointed out that celebrity characteristics, as a unity, do affect purchase intention.
However, the model can only explain 38.4% of the variabiity in purchase intention.
Further information is acquired as intervening variables are employed In the case
where affective and cognitive attitudes toward the advertisement are employed,
celebrity characteristics managed to explain 53.1% variability in the affective side
and 49.4% in the cognitive side. Moreover, those attitudes toward advertisement
managed to explain 47.9% variability in attitude towards the brand. Eventually,
Attitude towards the brand managed to explain 65.9% variability in purchase
intention.
Author
• (34405015) SHELY DIANATA
Contributor
• (98-037) Ricky
• (98-038) Filicia Chandra
Publisher
Universitas Kristen Petra
Year : 2009
Keyword
celebrity endorsement, celebrity characteristics, attitude towards the advertisement, attitude towards the brand, purchase intention, Daihatsu Luxio, Ari Lasso
Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Language
English
Rights
Undergraduate Thesis No. 34010016/MAN/2009; Shely Dianata (34405015)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
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