The Critical Roles of Celebrity Endorsement in Telecommunication Device Industries

DOI

10.2991/icebef-18.2019.92How to use a DOI?

Keywords

selebrity endorsement; purchase intention; telecommunication device

Abstract

The purpose of this study was to examine the relationship between celebrity endorsement and purchase intention in telecommunication device industries. A structured and self-administered survey was used to get responses from the students as the sample target. The authors delivered 154 questionnaires to the students while 79 were retained and valid for the analysis. The instrument of the research was stated valid and reliable as the result of construct validity and reliability test. Multiple regression analysis was also used to test the hypothesized relationship of the research model. The empirical findings indicate that only trustworthiness of celebrity endorser has positively and significantly affected student intention to purchase smartphone. Meanwhile, the four other celebrity endorsement dimensions which consisted of expertise, physical attractiveness, respect, and similarity of celebrity endorser have not significantly affected student intention to purchase smartphone partially. In the other hand, all of celebrity endorsement dimensions have positively and significantly affected student intention to purchase smartphone simultaneously. This study had some limitations related to the aim of the study. The further study is suggested to set wider and bigger sample characteristic in order to get better generalization. Further study can focus on involving another constructs which were categorized as intervening or moderator variables that strengthen or weaken the relationship between the dimensions of celebrity endorsement and purchase intention. The study highlights the strategic importance of celebrity endorsement in obtaining positive responses of the market target. Hence, telecommunication devices especially smartphone industries are suggested to consider celebrity endorsers who have higher trustworthiness perceived by target market as the message source of their marketing communication strategies.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yadi Ernawadi
AU  - Elis Dwiana Ratnamurni
AU  - Nuke Paramitha
PY  - 2019/05
DA  - 2019/05
TI  - The Critical Roles of Celebrity Endorsement in Telecommunication Device Industries
BT  - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
PB  - Atlantis Press
SP  - 420
EP  - 423
SN  - 2352-5428
UR  - https://doi.org/10.2991/icebef-18.2019.92
DO  - 10.2991/icebef-18.2019.92
ID  - Ernawadi2019/05
ER  -