The Comparison of Endorser Credibility and Corporate Credibility toward Consumers' Purchase Intension of Airlines Ticket

DOI

10.2991/uipsur-17.2018.24How to use a DOI?

Keywords

airlines advertisement, celebrity endorsement, consumer's purchase intention, endorser credibility, online experiment

Abstract

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.

Copyright

© 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/).

Download article (PDF)

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  -