THE ANALYSIS FACTORS INFLUENCING CELEBRITY ENDORSEMENT TOWARDS PURCHASE INTENTION IN INDONESIA

Abstract

Purpose The purpose of this research is to find out The Analysis Factor Influencing Celebrity Endorsement towards Purchase Intention in Indonesia. Design/Methodology/Approach In order to conduct this study, quantitative research was chosen an online questionnaire of 21 statements. 251 respondents responded to the survey using purposive sampling method. It was specifically targeted to people who ever seen celebrity endorsement on ads. Statistical Product and Service Solutions (SPSS) were performed to find out the construct validity data. Then reliability test was conducted using Cronbach’s Alpha criteria. Moreover, Multiple Regression Analysis was utilized as a tool to test the hypothesis. Findings From the analysis of Multiple Regression, it concludes that there is no significant influence between purchase intention through physical appearance, there is significant influence between purchase intention through trustworthiness, expertise and congruence. Originality/Value The study regarding the analysis factor influencing celebrity endorsement towards purchase intention in Indonesia has not been done before