The Effect of Celebrity Endorser on The Customer’s Online Purchase Intention (Case Study on Food and Beverage MSME Products in Denpasar)

Sumartini, Ade Ruly and Mandasari, I. A. Cynthia Saisaria (2021) The Effect of Celebrity Endorser on The Customer’s Online Purchase Intention (Case Study on Food and Beverage MSME Products in Denpasar). In: WARDS 2020, 21 December 2020, Denpasar-Bali, Indonesia.

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Abstract

This research aims to determine the effect of celebrity endorsers on online purchase intentions. The population is the people in Denpasar City using purposive sampling. The data analysis technique used multiple regression analysis. It was found that attractiveness, trustworthiness and expertise, influence simultaneously and partially on the purchase intention in food and beverage MSME products in Denpasar City. If before the Covid 19 pandemic conditions consumers were still hesitant to buy food and beverage products online, it is hoped that using celebrity endorsers that display food and beverage products in a real and honest manner, can increase the purchase intention of consumers who previously were still hesitant to buy food and beverage products by online. With the increase in consumer purchase intentions, it is also hoped that MSME players who sell food and beverages online can increase their sales turnover significantly.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: celebrity customer’s products
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 21 May 2021 06:30
Last Modified: 21 May 2021 06:30
URI: https://eprints.eudl.eu/id/eprint/3582

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