PURCHASE INTENTION ON HIJAB PRODUCTS THROUGH CELEBRITY ENDORSER AND ADVERTISEMENT MEDIATED BY RELIGIOSITY

Abstract

Purpose The aim of this paper is, first to investigate the influence of celebrity endorsement on advertising effectiveness by examining the celebrity attribute on customers attitude towards the advertisement and their purchase intention. Secondly, the objective of this research is to find the mediating role of religiosity on customer’s attitude towards celebrity endorsed online advertising and their buying intention. Design/Methodology/Approach Questionnaires which consist of 30 item statements were disseminated to several Muslim women in Jawa Barat and collected digitally use purposive sampling method. From overall 383 responses, there were only 277 usable result were proceed and used for further examination. Factor analysis was used to examine the construct validity, while cronbach’s alpha was used for reliability test. After that, SEM analysis was performed to test the proposed hypotheses along with Multiple R Square in testing the strength among relations. Findings The study found that celebrity attractiveness and expertise are significantly influencing customer attitude towards the advertisement, on the other hand, the customer purchase intention are influenced by celebrity expertise and trustworthiness. This study also confirm that religiosity does not mediates the relationship between customer attitude towards the ads and their purchase intention which means that the role of religiosity does not influence Muslim in Indonesia in making a decision. Furthermore, it is found that favorable attitude towards the advertisement will significantly influences customer purchase intention. Originality/Value To the best of author knowledge, this is the first study of its kind in Indonesia to explore the impact of celebrity endorsement on customer attitude towards the ads and customer purchase intention which used the mediating effect of religiosity on both the customer attitude and purchase intention.