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The Effect of Endorser Celebrity, Attitude Toward to Ads, and Brand Attitude on Purchase Intention

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AbstractDevelopment of motorcycle industry in Indonesian was represent by four producer’ from Japan, such Honda, Suzuki, Yamaha, and Kawasaki. Each brand was known by society, but how would people perceived it. How celebrity endorsements affect consumer purchase decisions is studied extensively by marketing and social psychology researchers. This research will measure endorser credibility of one of motorcycle brand. This research also conducts to discuss the impact of endorser credibility on attitude toward to ad and also the impact of attitude toward to ad and brand attitude on consumers’ purchase intention. Researcher used path analysis with theAMOS program to calculate the effect of each variable to consumers’ purchase intention. It’s suggested that brand attitude would greater impact on consumers’ purchase intention compare to rather than attitude toward to ad. A model will be developed to describe these relationships.Keywords: endorser credibility, attitude toward to ad, brand attitude, purchase intention

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Series Title

The Effect of Endorser Celebrity, Attitude Toward to Ads, and Brand Attitude on Purchase Intention

Call Number

MANAJEMEN

Publisher

STIE MANDALA JEMBER : RELASI-JURNAL EKONOMI., 2019

Collation

Halaman 263-276

Language

English

ISBN/ISSN

2502-9525

Classification

MANAJEMEN

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 15 No. 2

Subject(s)

-

Specific Detail Info

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Statement of Responsibility

Relasi - Jurnal Ekonomi

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