Analisis Pengaruh Kredibilitas dan Daya Tarik Celebrity Sports Endorser terhadap Niat Beli Konsumen pada Produk yang Tidak Berhubungan dengan Olahraga  

Oleh:

Setyaningrum, Ari ; Hermawan, Fransisca

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Telaah Manajemen: Jurnal Riset & Konsep Manajemen vol. 6 no. 2 (Nov. 2011), page 87-103.
Topik: Attractiveness; Trustworthiness; Expertise; Celebrity Sports Endorser; Purchase Intention
Fulltext: text - Ari Setiyaningrum, Francisca Hermawan-Bernard - optim.pdf (1.27MB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT32.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The purpose of this study is to examine the effect of attractiveness, trustworthiness, and expertise of celebrity sports endorser on purchase intention in non sport-related products. The product used as objects of this research is Pocari Sweat with Irfan Bachdim as the ad endorser. Research was conducted by survey through questionnaires to 130 students of the Economics Faculty of Atma Jaya Catholic University of Indonesia. By using t test the research indicated that partially attractiveness influenced purchase intention significantly, trustworthiness did not influenced purchase intention significantly, and expertise influenced purchase intention significantly. By using F test the research indicated that attractiveness, trustworthiness, and expertise of celebrity sports endorser influenced purchase intention significantly in non sport-related products.

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