The Comparison of Endorser Credibility and Corporate Credibility toward Consumers' Purchase Intension of Airlines Ticket
- 10.2991/uipsur-17.2018.24How to use a DOI?
- airlines advertisement, celebrity endorsement, consumer's purchase intention, endorser credibility, online experiment
This study aims to find out the comparison of celebrity credibility and corporate credibility toward consumer’s purchase intention of airlines ticket. The design of this study 2x2 between subjects factorial design (high vs low endorser credibility and high vs low corporate credibility). Participants were 563 people from Millenial generation aged 21-34 years old. The results indicate that endorsement from celebrity with high credibility generated significantly greater purchase intention compared to endorsement from low-credibility celebrity. Compared to company with low credibility, company with higher credibility also generated stronger purchase intention compared. There was no interaction effect between the credibility of endorser and corporate credibility on purchase intention. The implication of this study can be useful for marketer to give more attention about celebrity and corporate credibility in making an advertisement.
- © 2018, 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/).
Cite this article
TY - CONF AU - Indah Sari Febrina AU - Bertina Sjabadhyni PY - 2018/07 DA - 2018/07 TI - The Comparison of Endorser Credibility and Corporate Credibility toward Consumers' Purchase Intension of Airlines Ticket BT - Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017) PB - Atlantis Press SP - 164 EP - 169 SN - 2352-5398 UR - https://doi.org/10.2991/uipsur-17.2018.24 DO - 10.2991/uipsur-17.2018.24 ID - Febrina2018/07 ER -