The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention

  • Soraya Tsamara Adiba Student Department of Management. Faculty of Economics and Business, Universitas Jenderal Soedirman, Indonesia
  • Agus Suroso Professor of Strategic Management. Faculty of Economics and Business, Universitas Jenderal Soedirman, Indonesia
  • Nur Choirul Afif Assistant Professor of Management. Faculty of Economics and Business, Universitas Jenderal Soedirman, Indonesia

Abstract

Smartphone becomes a standard platform for people to communicate with others.Nowadays, almost everyone has a smartphone because of its dependable functions.Therefore, the smartphone business is presently highly competitive, especially inIndonesia. One of the top smartphone brands in Indonesia is Oppo. To compete withother smartphone brands, Oppo uses celebrity endorsement as its marketing strategy.Oppo hires one of the eminent endorsers. This research purposes to investigate the effectof celebrity endorsement on brand image in determining purchase intention, using thecase of Oppo smartphone in Indonesia. This research uses a convenience samplingmethod utilizing 177 respondents who use Oppo smartphones and know Chelsea Islan.Data are analyzed using structural equational modeling (SEM) and AMOS statisticalsoftware. The results of hypothesis testing on this study shows that celebrity expertise,celebrity attractiveness, and celebrity trustworthiness have a positive effect on brandimage. On the other hand, celebrity match-up has a negative effect on brand image.Finally, brand image has a positive effect on purchase intention

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Published
2020-10-23
How to Cite
ADIBA, Soraya Tsamara; SUROSO, Agus; AFIF, Nur Choirul. The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention. Journal of Accounting, Business and Management (JABM), [S.l.], v. 27, n. 2, p. 60-73, oct. 2020. ISSN 2622-2167. Available at: <http://journal.stie-mce.ac.id/index.php/jabminternational/article/view/700>. Date accessed: 19 apr. 2021. doi: https://doi.org/10.31966/jabminternational.v27i2.700.
Section
Articles