The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness

DOI

10.2991/aebmr.k.200626.079How to use a DOI?

Keywords

Celebrity Endorsement, Customer Attitude, Brand Awareness, Purchase Intention

Abstract

This study aimed to examine the impact of celebgram endorsement on purchase intention among millennial women in Jakarta, mediated by brand awareness and customer attitude. The hypotheses were tested by using a quantitative method based on 100 samples. Data was collected using questionnaires distributed directly to the respondents through electronic media. Based on data processing and analysis, there were significant impacts on purchase intention as affected by celebgram endorsement, brand awareness, and customer attitude. The results of this study showed that the mediation of customer attitude affected purchase intention more significantly compared to the mediation of brand awareness. This study also concluded that millennial women tend to follow current trends, and social media activity has a positive impact on brands as celebgram endorsement supports their management on the process of increasing purchase intention.

Copyright

© 2020, 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  - Yemima Amitay
AU  - Hery Winoto Tj
AU  - Saparso
AU  - Soegeng Wahyoedi
PY  - 2020
DA  - 2020/06/29
TI  - The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness
BT  - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
PB  - Atlantis Press
SP  - 478
EP  - 484
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.079
DO  - 10.2991/aebmr.k.200626.079
ID  - Amitay2020
ER  -