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Analisis Pengaruh Celebrity Worship Terhadap Attitude Toward Brand Dan Purchase Intention (Studi Kasus: Girl Group Twice Sebagai Celebrity Endorser Tokopedia)
As Korean Wave or Hallyu are trending around the world, using Korean artist as endorser or brand ambassador are conducted by many brands worldwide. In Indonesia, TWICE as South Korean 3rd generation girl group appointed as celebrity endorser of Tokopedia. Since consumer behavior are unique, there should be difference attitude of difference fandom as Tokopedia consumer. By using Structural Equation Modelling (SEM) with partial least square (PLS) method, research conducted to measure the influence of each celebrity attitude scale to attitude toward brand and purchase intention, also the influence of attitude toward brand to purchase intention. Respondents who are Tokopedia’s consumer and TWICE''s fan are mandatory criteria of this research. There are influence of celebrity worship to attitude toward brand and purchase intention. But, in certain scale such as entertainment social and intense personal does not have much influence on attitude toward brand and purchase intention. In this research, attitude toward brand has influence to purchase intention. Using TWICE as celebrity endorser is Tokopedia’s proper decision to have positive brand attitude and purchase intention. It will be an option to appoint TWICE as Tokopedia’s ambassador, further research is needed to compare the effectiveness between TWICE and other idol groups..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13774 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Celebrity Worship Attitude Toward Brand |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xx, 107 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |