Peran Celebrity Endorser dalam Membentuk Perceive Value dan Purchasing Intention

Daud, Islahuddin and Fitrianto, Eko (2015) Peran Celebrity Endorser dalam Membentuk Perceive Value dan Purchasing Intention. Jurnal Manajemen dan Bisnis Sriwijaya, 13 (3). pp. 359-376. ISSN 1412-4521

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    Abstract

    Endorser is representative of a brand that duty to inform, persuade and remind consumers. In case to increase the impact of the endorser’s performance, they are selected from those who have been known as Celebrity Endorser. Chosen celebrity endorser is expected to form the perceive value and consumer purchasing intention. The main issues of use the celebrity endorser is they often not performing well. This study was conducted to examine the influence of celebrity endorser with the formation of perceived value and purchase intention. Results from this study is the celebrity endorser is able to influence the perceive value, but is not able to influence purchase intention. It is also happen with the perceive value (which is formed by a celebrity endorser) is also not able to influence the purchase intention

    Item Type: Article
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HB Economic Theory
    Divisions: Faculty of Economics > Department of Management
    Depositing User: Eko Fitrianto
    Date Deposited: 27 Jan 2016 17:15
    Last Modified: 27 Jan 2016 17:15
    URI: http://eprints.unsri.ac.id/id/eprint/6090

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