Identifying The Role of Endorser Credibility and Advertise Effectiveness To Develop A Model of Purchase Intention
Keywords:
Purchase intention, Attractiveness Endorser, Advertise Effectiveness, Brand Equity, IndonesiaAbstract
This study investigates the impact of endorser credibility and advertising effectiveness on purchase intention towards the Honda Beat brand motorcycle advertisements featuring several JKT 48 artists on television. Data were collected from 95 individuals in Indonesia who expressed intent to purchase a Honda Beat. SmartPLS analysis was employed for data analysis. The findings reveal that both attractiveness and expertise of endorsers significantly influence endorser credibility. Endorser credibility, in turn, significantly affects advertising effectiveness, which subsequently impacts brand equity. Moreover, advertising effectiveness and brand equity significantly influence purchase intention. The study underscores the importance of ensuring high credibility levels of celebrity endorsers in advertisements to enhance consumer response.
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Copyright (c) 2024 Muhammad Harish, Setiawan Ahmad Ikhwan

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