| dc.description.abstract | Prasasti Ngesthiwidya (2004) "THE EFFECTS OF CELEBRITY ENDORSER'S PERCEIVED IMAGE ON THE CONSUMERS' PURCHASE
INTENTION." Yogyakarta: Faculty of Economics, Department of Management, International Program, Universitas Islam Indonesia.
Advertisings in recent time appear quite competitively in an entertainment media such as on television and magazine. To improve the advertising effectiveness, many advertisers often use celebrities in their advertising campaigns. Many advertisers believe that the celebrity endorsers are more proficient and credible to attract consumers' attention. Many studies have also indicated the important role of celebrity to enhance the consumers' purchase intention towards the product. The credibility of celebrity endorsement can eventually lead to consumers' appeal to try or use the advertised product.
This study tries to analyse the credibility of celebrity endorsers by focussing on the celebrity endorser's perceived image to influence the consumers' buying intention. Several previous studies have investigated several variables to measure the celebrity's credibility, and thus this study focuses on the implementation of those variables in the context of celebrity advertising in Indonesia. As several studies on similar topic have been conducted in other countries by using different types of product, this research is expected to provide a replicate study on the effects of celebrity's perceived image in relation with the purchase intention of Indonesian people.
There are two samples of product advertising that are evaluated in this research, the Suzuki and Honda motorcycle advertising. The primary data in this study is collected from a survey of 150 respondents in Sleman, Yogyakarta, Indonesia. The respondents rate the credibility of the endorser, the celebrity's perceived attractiveness, perceived trustworthiness, and perceived expertise, and the advertising believability. In further, all data is evaluated by using both single and multiple linear regression to analyse its effects on the purchase intention.
Based on the research finding and the analysis, it is found that the credibility of the endorsers insignificantly affects the purchase intention. In addition, the individual effect of each perceived images of celebrity endorser does not significantly influence the consumers' purchase intention. Hence, the perceived attractiveness, perceived trustworthiness, and perceived expertise of celebrity endorsers do not effectively influence the buying intention of consumers. Nevertheless, advertising believability can significantly enhance the consumers' purchase intention. It is concluded that the use of the celebrity endorser is effective when the advertising believability positively influences the consumers to buy the advertised product. The finding suggests that the effectiveness of celebrity endorsers in specialty product advertisings such as motorcycles can be enhanced by increasing the advertising believability in order to influence the consumers' reaction to buy the product. | en_US |
