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
