Main Article Content
Abstract
This study investigates the effectiveness of the celebrity’s use in the advertisement. It, specifically, analyses the effect of credibility of the celebrity on the attitude toward the advertise-ment and the purchase intention. By using structural equation modelling with one congeneric measurement approach, this study indicates that from three dimensions of celebrity’s credibility, only attractiveness does not have significant influence on the attitude toward the ads. The other two dimensions that are trustwothiness and expertise have positively and significantly affect the attitude toward the ads which in turn enhances significantly the purchase intention. Additonally, it also finds that the effect of attitude toward the ads on purchase intention is so small indicating there some factors affecting the purchase intention
Keywords: credibility of the celebrity, attractiveness, trusworthiness, expertise
Keywords: credibility of the celebrity, attractiveness, trusworthiness, expertise
Article Details
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
Ishak, A. (2011). Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen. Jurnal Siasat Bisnis, 12(2). Retrieved from https://journal.uii.ac.id/JSB/article/view/2002