PERAN ATTITUDE TOWARD THE BRAND SEBAGAI MEDIATOR PADA PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION

  • Fenny Fenny Universitas Katolik Indonesia Atma Jaya
  • Syarief Darmoyo Universitas Katolik Indonesia Atma Jaya
Keywords: purchase intention, attitude toward the brand, celebrity attractiveness, celebrity trustworthiness, celebrity expertise

Abstract

Instant noodles are one of the staple foods favored by Indonesians. There are various brands of instant noodles in Indonesia, one of which is Mie Sedaap. Therefore, this study was conducted to find out the effect of celebrity endorsement Choi Siwon on purchase intention through the mediating variable attitude toward the Mie Sedaap Korea Spicy Chicken product. The celebrity endorsement variable consists of celebrity attractiveness, celebrity trustworthiness, celebrity expertise, attitude toward the brand, and purchase intention. In this study, the data were processed and analyzed using Process Macro for SPSS. This study indicates that attitudes towards brand mediation affect celebrity trust and celebrity expertise on purchase intention but do not mediate the effect of celebrity trust on purchase intention.

Published
2021-11-18
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