How Celebrity Endorsement Influences Consumer’s Purchase Intention of Fashion Products on Instagram

2021 ◽  
Vol 4 (1) ◽  
pp. 44-56
Author(s):  
Anthony Evan ◽  
◽  
Ario Adibratha Gunawan ◽  
Christie Anita Pardede ◽  
Felicia Hendra Wibowo ◽  
...  
Keyword(s):  
Regression Analysis ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Celebrity Endorsement ◽  
Cross Sectional ◽  
Product Categories ◽  
Fashion Products ◽  
Marketing Tool ◽  
Type Studies ◽  
The Right

This purpose of this study is to assess the effectiveness of celebrity endorsement in marketing fashion products on social media in Indonesia. This study examines five attributes: familiarity, congruity, physical appearance, trustworthiness, and expertise. Research was conducted using the quantitative method with analytic observation and cross-sectional studies. Data obtained were managed descriptively and analytically using SPSS with multiple regression analysis. The result of our regression analysis showed three attributes that positively impact consumer’s purchase intention; familiarity with the celebrity, trustworthiness of the celebrity; and the expertise of the celebrity in giving recommendation. This quantitative study was conducted with a small number of samples, using a specific celebrity and product type. Studies using different celebrities and product categories may have different outcomes. Therefore, we cannot generalized the result of this study given the said limitation. This research was conducted to help management choose the right marketing tool and the best celebrity based on the result of this study to help management meet their marketing strategy objectives.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

scholarly journals The Effectiveness of Gojek’s Product Placement in Keluarga Cemara Movie towards Purchase Intention

2021 ◽  
Vol 1 (1) ◽  
pp. 58-68
Author(s):  
Dhea Anggeliana ◽  
Muhammad Gunawan Alif ◽  
Christian Haposan Pangaribuan
Keyword(s):  
Random Sampling ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Simple Random Sampling ◽  
Product Placement ◽  
Regression Method ◽  
Research Approach ◽  
Celebrity Endorsement ◽  
Brand Placement

Objective – This study explores the influence of product placement towards purchase intention while assessing the effectiveness of the ad determined by aspects of prominence, celebrity endorsement, modality, attitude towards movie and attitude towards brand.Methodology – This type of research was a quantitative method using associative research approach and measured by regression method. The distribution of questionnaires was a non-probability with simple random sampling. The survey was conducted to 184 respondents in Jakarta, Indonesia, in May 2019.Findings – The research found that modality does have a direct and significant effect on attitude towards the movie, attitude towards the brand, and purchase intention. We also find that celebrity endorsement has an impact on attitude towards the brand and purchase intention, not on attitude towards the movie. Prominence does not seem to have any relationship with all dependent variables.Novelty – Although research has investigated product/brand placement, we extend the literature by investigating modality, prominence, and celebrity endorsement.

scholarly journals Instagram Ads and Celebrity Endorsement Analysis on Purchase Intention of Eco-Friendly Fashion

2021 ◽  
Vol 1 (1) ◽  
pp. 101-116
Author(s):  
Muhammad Ridwan Zaelani ◽  
Evy Rachmawati Chaldun
Keyword(s):  
Purchase Intention ◽  
Quantitative Methods ◽  
Public Awareness ◽  
Sampling Technique ◽  
Positive Influence ◽  
Linear Regression Method ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Fashion Products ◽  
Consumer Purchase Intention

Along with the increasing public awareness of the environment in Indonesia, eco-friendly fashion trends have begun to penetrate local products in recent years. Industries that produce eco-friendly fashion currently use Instagram as a promotional medium to increase their product exposure.  In addition to using Instagram Ads in promoting products to consumers, companies currently widely use Celebrity Endorsements as another method to promote their products. This study aims to reveal the effect of Instagram Ads and Celebrity Endorsements on Consumer Purchase Intention in Eco-Friendly Fashion Products. This research uses quantitative methods. Data is obtained through questioner from 150 respondents with purposive sampling technique. To analyze the data, we use the Multiple Linear Regression method with the classical assumption test. The results showed a positive influence between Instagram Ads and Celebrity Endorsement on consumer purchase intention of Eco-friendly fashion products.

scholarly journals The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

2018 ◽  
Vol 7 (4.4) ◽  
pp. 30
Author(s):  
Ina Melati ◽  
Teddy Indira Budiwan ◽  
Haryadi Sarjono
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Regression Analysis ◽  
University Students ◽  
Multiple Regression Analysis ◽  
Purchase Intention ◽  
Positive Impact ◽  
Celebrity Endorsement ◽  
Study Case ◽  
Social Media Advertising

This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.  

ANALYSIS OF CELEBRITY ENDORSEMENT INFLUENCE ON PURCHASE INTEREST: THE CASE STUDY OF A SKINCARE PRODUCT

2018 ◽  
pp. 44-51
Author(s):  
Putu Nina Madiawati ◽  
Mahir Pradana ◽  
Luthfiany Alrasyid
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
High Category ◽  
Promotional Strategy ◽  
Analysis Technique ◽  
Advertising Appeal ◽  
The One ◽  
The Right ◽  
Celebrity Endorsers

Companies must have the right promotional strategy, one of them is using social media as a “container” for company’s promotion. In promotion through social media celebrity endorsers are often used as a means of attraction so that to get more attention from consumers. Many marketers use celebrity endorsers to promote their products and strenghten the related purchase intention. The purpose of this research is to know whether or not there is a significant influence between celebrity endorsement on the one hand and buying interest in the advertising appeal on the other. The research has been carried out on the example of MDGlowing skincare product. The research has been based on quantitative and descriptive methods. Sampling was carried out using probability sampling of the random sampling type, with the number of respondents as many as 100 people. The data analysis technique selected was path analysis. According to the results of our study, celebrity endorsers (selebgram) contribute with 78.06% (high category), advertising appeal contributes also with 78.06% (high category), purchase intention reached 73.2% with high category. Celebrity endorsement significant effects on advertising appeal with the contribution of 48,7%; advertising appeal has significant effect on purchase intention with the contribution of 28,3%; celebrity endorsement has effect on purchase intention with the contribution of merely 5,29%, and finally, celebrity endorsement influences purchase intentions through advertising appeal with the contribution equal to 37% sharp.

Brand personality and purchase intention

2015 ◽  
Vol 27 (5) ◽  
pp. 462-476 ◽  
Author(s):  
María de la Paz Toldos-Romero ◽  
Ma. Margarita Orozco-Gómez
Keyword(s):  
Regression Analysis ◽  
Undergraduate Students ◽  
Purchase Intention ◽  
Design Methodology ◽  
Consumer Preferences ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Content Type ◽  
Product Categories ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.

Examining the Impact of Celebrity Endorsement on Student's Purchase Intention of Smartphone

2021 ◽  
Vol 7 (2) ◽  
pp. 241
Author(s):  
Zarith Delaila Abd Aziz ◽  
Zarith Thuraya Abd Aziz
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Marketing Tactics ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
The Impact ◽  
It Success

Consumers in Malaysia have witnessed the use of  smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The objectives of this study is to examine the extent at which university students have been impacted by celebrity endorsements on their purchase intention of smartphones. Quantitative method and survey were used to captured 119 data from respondents. The results revealed that celebrity attractiveness has the greatest impact on the purchase intention of smartphones meanwhile celebrity trustworthiness shows the lowest impact on students. The results of this study provides an exclusive viewpoint concerning students’ purchase intention on smartphones and assists marketing practitioners to better understand the use of celebrity endorsement.

scholarly journals Iklan Melalui Youtube dan Minat Beli Produk

2017 ◽  
Vol 2 (2) ◽  
pp. 135
Author(s):  
Shella Meilita Agata Sukamto ◽  
Tri Indra Wijaksana
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Linear Regression ◽  
Random Sampling ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Linear Regression Analysis ◽  
Primary Data ◽  
Simple Linear Regression ◽  
Positive Effect

<p><strong><em>Abstract</em></strong></p><p><em>This research aims to identify the effect advertising through social media, particularly Youtube, on purchase intention towards Pantene shampoo. The objects of this research object are the students of Bachelor Degree at Business Department of Telkom University in 2013-2015. This research used quantitative method with primary data gathered by questionnaire. The data collection of 100 respondents was conducted based on probability random sampling and analysed simple linear regression analysis. The results indicate that social media advertising via Youtube give positive effect on purchase intention.</em></p><p><strong>Abstrak</strong></p><p>Penelitian ini bertujuan untuk mengetahui pengaruh iklan melalui media sosial <em>Youtube</em> terhadap minat beli sampo Pantene. Objek penelitian ini adalah mahasiswa dengan populasi mahasiswa S1 Jurusan Administrasi Bisnis Universitas Telkom pada tahun 2013-2015. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Jenis data yang dibutuhkan untuk penelitian adalah data primer dengan dengan menyebarkan kuesioner. Pengambilan sampel sejumlah 100 responden dilakukan dengan metode <em>probability sampling</em> khususnya <em>proportionate random sampling </em>yang dianalisis dengan menggunakan regresi linier sederhana. Hasil penelitian ini menunjukkan bahwa iklan melalui media sosial berpengaruh positif terhadap minat beli.</p>

scholarly journals The Effect of Brand Image, Brand Experience and Brand Loyalty towards Purchase IntentionOn Apple Smartphone in Makassar

2020 ◽  
Vol 2 (3) ◽  
pp. 74-82
Author(s):  
William Sanjaya ◽  
Muhammad Asdar ◽  
Abdul Razak Munir
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Multiple Regression ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Brand Image ◽  
T Test ◽  
Brand Experience ◽  
Statistical Tools

This research aims to analyze the effect of brand image, brand experience, and brand loyalty towards purchase intention on Apple smartphones in Makassar. The method used in this research is a quantitative method using multiple regression. The population in this research was Apple Smartphone users in Makassar; the sample in this research was 100 people. Data collected using questionnaires. This study uses multiple regression analysis statistical tools; the hypothesis tested using the F test (simultaneous) and t-test (partial). The results of this research showed that brand image has a positive and significant effect on purchase intention, brand experience has a positive and significant effect on purchase intention, brand loyalty has a positive and significant effect on purchase intention. Brand image, brand experience, and brand loyalty simultaneously have a positive and significant effect on purchase intention.

scholarly journals The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention

2016 ◽  
Vol 9 (1) ◽  
pp. 64 ◽  
Author(s):  
Nguyen Minh Ha ◽  
Nguyen Hung Lam
Keyword(s):  
Factor Analysis ◽  
Regression Analysis ◽  
Purchase Intention ◽  
Positive Impact ◽  
Customer Behavior ◽  
Brand Awareness ◽  
Celebrity Endorsement ◽  
Explanatory Factor Analysis ◽  
Brand Product

Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrity’s attractiveness that make a big impact on brand awareness and customer behavior. This study analyzes the effect of celebrity endorsement on customer’s attitude toward brand as well as the effect of customer’s attitude toward brand on customer’s purchase intention in Vietnam. A survey was conducted with 306 individuals in Vietnam. After conducting the explanatory factor analysis (EFA), and multi-variable regression analysis, results indicate that customer’s attitude toward brand is positively affected by 03 factors: celebrity match-up congruence with the brand/product, celebrity trustworthiness, and celebrity expertise. Attitude toward brand also has a positive impact on customer’s purchase intention.

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