In promotional activities, endorser is an integral part of advertising. However, a large amount of the existing endorsers make companies difficult to determine the right endorser to improve consumer purchase intention. This can be seen from some products that often replace the endorser. This study aims to examine the different effects of celebrity and expert
endorser on consumer purchase intention on high-risk products with performance risk as a mediating variables and consumer knowledge as a moderating variable that used ordinary people endorser as a control variable. This study used an experimental method with 167 young people aged 18-25 years (between subjects) as participants. The stimulus used is print ads, while the risky product selected by the participants is over the counter (OTC) drugs. The results showed that compared with a celebrity endorser, the expert endorser have a more significant effect to improve purchase intention on high-risk products through reduction of performance risk as mediating variable. Then, consumer knowledge significantly moderates the effect of different types of endorsers on performance risk at participants who is highly knowledgeable. |