Please use this identifier to cite or link to this item:
Title: The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness
Authors: Wahyoedi, Soegeng
Amitay, Yemima
Winoto TJ, Hery
Saparso, Saparso
Keywords: Celebrity Endorsement
Customer Attitude
Brand Awareness
Purchase Intention
Issue Date: 29-Jun-2020
Publisher: Atlantis Press
Abstract: This study aimed to examine the impact of celebgram endorsement on purchase intention among millennial women in Jakarta, mediated by brand awareness and customer attitude. The hypotheses were tested by using a quantitative method based on 100 samples. Data was collected using questionnaires distributed directly to the respondents through electronic media. Based on data processing and analysis, there were significant impacts on purchase intention as affected by celebgram endorsement, brand awareness, and customer attitude. The results of this study showed that the mediation of customer attitude affected purchase intention more significantly compared to the mediation of brand awareness. This study also concluded that millennial women tend to follow current trends, and social media activity has a positive impact on brands as celebgram endorsement supports their management on the process of increasing purchase intention.
ISBN: 978-94-6252-980-9
ISSN: 2352-5428
Appears in Collections:link

Files in This Item:
File Description SizeFormat 
Atlantis Press.pdf469.76 kBAdobe PDFView/Open

Items in UKRIDA Repository are protected by copyright, with all rights reserved, unless otherwise indicated.