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Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen

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Title Celebrity Physical Attractiveness Effect on Consumer Buying Behavior
 
Creator Khalid, Rizwan
Yasmeen, Tehreem
 
Subject Celebrity Endorsement; Physical Attractiveness; Purchase Intention
 
Description Nowadays, the use of celebrity as brand endorsements is increasing. Celebrity is considered to be the fastest and safest way for a brand to develop an association and a bond in consumer minds. This study aimed to analyze the impact of a celebrity physical attractiveness on consumer buying behavior. This study only focuses on the buying intention of mobile phone product. Data was gathered from college (both private and public) undergraduate by questionnaires with an individual's age between 17 to 30 years as the target respondent. The reason in selecting those students with specific age is because they are the target consumer of the specific product that has been chosen as the research object. The researcher used simple random sampling as a sampling technique with 376 respondents and regression analysis is used to model the relationship between variable. This study concluded that there is a positive impact between the physical appearance of celebrity to purchase intention. There are a no different perception from gender, ages, institution type, and education background point of view regarding the attractiveness of celebrity physical and their intention to buy.
 
Publisher University of Islam Malang
 
Contributor —
 
Date 2019-05-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jema/article/view/2708
10.31106/jema.v16i2.2708
 
Source JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen; Vol 16, No 2 (2019): JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen; 173-180
2597-4017
1693-7864
10.31106/jema.v16i2
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jema/article/view/2708/pdf
 
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