PENGARUH PENGGUNAAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PADA PERUSAHAAN JASA ANTAR BARANG

Abstrak

This study aims to analyze the effect of celebrity’s attractiveness, celebrity’s expertise, and celebrity’s trustworthiness on purchase intention in SiCepat Ekspress delivery service companies. The sampling method used is probability sampling with  purposive sampling technique. This study took samples from 160 respondents in JABODETABEK and the respondent had to know that SiCepat Ekspress is a delivery company. Data processing uses the Statistical Package for the Social Sciences (SPSS). The results of this study is celebrity’s attractiveness, celebrity’s expertise and celebrity’s trustworthiness has a significant relationship between a purchase intention.